Cross Visit Participation — Empowering You To Make Better Decisions [Advanced Solutions]

Engi­neer­ing Ser­vices is often asked to find a solu­tion when it seems impos­si­ble.  Cross Visit Par­tic­i­pa­tion (CVP) is a solu­tion that came from the impos­si­ble and has devel­oped into one of the most valu­able Engi­neer­ing Ser­vices solutions.

What is CVP (in one sentence)?

CVP is a data repro­cess­ing solu­tion that allo­cates con­ver­sion met­rics across all par­tic­i­pat­ing cam­paigns over the span of mul­ti­ple visits.

What is CVP (That a nor­mal human can understand)?

Your vis­i­tors are nor­mally influ­enced by mul­ti­ple cam­paigns before they con­vert and most users will make sev­eral vis­its to your site before they convert.

Here is a sim­ple sce­nario from a sin­gle visitor:

The report­ing from this will show:

• “Organic Search” = $0
• “Ban­ner” Cam­paign = $0
• “Email” Cam­paign = $30

All the rev­enue went to email, BUT the other two cam­paigns also influ­enced the vis­i­tor and deserve some of the credit. The same issue also applies to the units and orders metrics.

The CVP solu­tion helps you make more intel­li­gent deci­sions as you have a more com­plete vision of how traf­fic sources are con­tribut­ing towards conversion.

With all ana­lyt­ics you want the most com­plete data pos­si­ble, so your abil­ity to mea­sure all the influ­ences to a con­ver­sion is crit­i­cal when mak­ing deci­sions.  That is where CVP comes into play.

With a CVP solu­tion you will get the fol­low­ing report­ing in addi­tion to the data you are cur­rently getting:

• “Organic Search” = $10
• “Ban­ner” Cam­paign = $10
• “Email” Cam­paign = $10

How CVP works?

As you know by now CVP is a cus­tom solu­tion devel­oped by Engi­neer­ing Ser­vices.  After the project is scoped to meet require­ments spe­cific to your com­pany or sit­u­a­tion then Engi­neer­ing Ser­vices will setup a cus­tom process that will auto­mat­i­cally reprocess your data and upload the CVP met­rics to your Omni­ture report suite.

So you can see a sim­ple report like this:

There are two new met­rics that are not avail­able in the stan­dard cam­paigns reports.

• CVP Orders [Lin­ear Orders] — is the orders met­ric when tak­ing into con­sid­er­a­tion con­ver­sions that crossed mul­ti­ple visits.
• CVP Rev­enue [Lin­ear Rev­enue] — is the rev­enue met­ric when tak­ing into con­sid­er­a­tion con­ver­sions that crossed mul­ti­ple visit

Or a com­plex report like this:

(Click Image to see larger ver­sion)

The com­plex report has many met­rics not avail­able in the stan­dard cam­paigns reports.

• First Touch Rev­enue — This is the Rev­enue attrib­uted to the cam­paign that was the first cam­paign the vis­i­tor clicked through.
• Rev­enue — This is your stan­dard rev­enue met­ric. In this report it is set to last allo­ca­tion so it can be called “Last Touch Revenue”.
• Cross Visit Rev­enue (30 Day) [Lin­ear Rev­enue] - This is rev­enue spread across each cam­paign that con­tributed to a con­ver­sion, with a 30 day look back period.
• Cross Visit Rev­enue (14 Day) [Lin­ear Rev­enue] - This is rev­enue spread across each cam­paign that con­tributed to a con­ver­sion, with a 14 day (2 week) look back period.
• First Touch Orders — This is the Orders met­ric attrib­uted to the cam­paign that was the first cam­paign the vis­i­tor clicked through.
• Orders — This is your stan­dard Orders met­ric. In this report it is set to last allo­ca­tion so it can be called “Last Touch Orders”.
• Cross Visit Orders (30 Day) [Lin­ear Orders] - This is orders spread across each cam­paign that con­tributed to a con­ver­sion, with a 30 day look back period.
• Cross Visit Orders (14 Day) [Lin­ear Orders] - This is orders spread across each cam­paign that con­tributed to a con­ver­sion, with a 14 day (2 week) look back period.
• Cross Visit Assist — This met­ric is a counter for the num­ber of times the cam­paign was part of the con­ver­sion process but was not the last touch.

Note: The above reports are clas­si­fi­ca­tions of the cam­paign ID report.

Let’s do some deep dive analysis:

If we look at the unclas­si­fied cam­paign ID report we get this:

(Click Image to see larger version)

If you take a look at the report you can see that cam­paigns “emm:104″  and “emm:105″ have sig­nif­i­cantly more first touch rev­enue than last touch rev­enue.  It also has a huge num­ber of assists.  If you were wor­ried about the ROI you were get­ting on that cam­paign, this would jus­tify the ad spend by show­ing that the cam­paign is good at dri­ving con­ver­sions later on. You can also see that “par:118″ has sig­nif­i­cantly more (last touch) rev­enue than it does first touch revenue.

I would imag­ine a cam­paign that con­sisted of “emm:104″  as the first touch cam­paign such as an e-mail, then the land­ing page the user was sent to con­tained “par:118″, would result in a pow­er­ful con­ver­sion rate and an excel­lent increase in revenue.

Cus­tomized to your needs:

Every CVP project Engi­neer­ing Ser­vices engages in starts with a scop­ing call where a spe­cial­ist ana­lyzes your require­ments and designs a cus­tom solu­tion spe­cific to your needs.

If you are inter­ested in learn­ing more, e-mail (nPurser (at) adobe.com) with ques­tions.  Or con­tact your Account Man­ager and they will help you get started.

As always, post your com­ments or e-mail me at pearcea (at) adobe​.com.  It is your com­ments and e-mails that keep me post­ing and give me ideas for future posts.

Other posts you might be inter­ested in:

• Face­book Inte­gra­tion, Valu­able? Definitely!

• Uni­fied Sources — The DB VISTA solu­tion that makes other VISTA solu­tions cower in fear

• COGS — Cost of Goods Sold — A Dream Come True