Sometimes having too many reports can make it difficult to simplify the message. Our goal with the IDEA Assessment is to provide a single, easy to digest report that can be presented to all levels of analytical and marketing savvy. With the IDEA Assessment, marketers can have a one-stop shop for understanding their channel's effectiveness.
IDEA - The Explanation
The IDEA Assessment is made up of 4 normalized metrics: Influence, Dominance, Effectiveness, and Attribution. Each of these metrics is scored from 0 to 9, with 9 being the highest. The IDEA Assessment report is found on the navigation bar under the section for Touchpoints & Groupings.
Influence
Influence is the measure of how often this channel appears at least once in a converting pathway, or, in other words, how influential the channel is in driving conversions. A channel that appears in 100 conversions would have a higher score than a channel that appears in 50 conversions. It is not affected by multiple touches in the same converting pathway. Higher funnel activities would see the benefit of a higher Influence score.
Dominance
Dominance is measured by how often a channel appears in a single pathway on average. In other words, this is a measure of how dominant a channel is on a converting pathway. A channel that appears on average 5 times in a converting pathway will have a higher score than a channel that only appears once on average. Dominance can be particularly effective for mid-funnel activities that move customers from upper funnel to close.
Effectiveness
Effectiveness is a measure of conversion rate, or how likely a pathway is to convert if this channel appears in it. A channel that had 5 conversions from 20 paths will have a higher score than a channel that had 2 conversions in 20 paths. Effectiveness is used best on bottom-funnel activities, but can also be used to show how all levels of the funnel interact at driving conversions.
Attribution
Attribution is a visualization and normalization of the total number of conversions attributed to this channel; this is the overall conversion contribution score and simplifies the attributed value of a channel. This metric is useful at visualizing a channel's overall contribution to the site's conversion count.
These 4 metrics make up the IDEA Assessment and provide an easily visualized scoring system to better understand the value of your groupings and touchpoints. Set baselines, make changes, and see how your IDEA score improves!