The Full Impact attribution model gives a quick answer on overall marketing effectiveness.
Full Impact attribution uses revenue as it's signal and gives 100% revenue credit to any of 4 key touchpoints in the customer journey. It then attributes all future lifetime revenue back to those clicks.
Full Impact attribution is helpful when needing to know "is my marketing effective somewhere?" and you do not segment your marketing by top, middle, and bottom of the funnel.
Think about all the campaigns you have running on all the channels. You likely have 3-10 different marketing channels with multiple campaigns, targeting, ads, and landing page offers. Wicked Reports looks at all of them.
Let's take this sample illustration of a rather simple marketing campaign (that is already complex to model for you in a slide!)
The Full Impact attribution model looks across inbound marketing activity from a contact. It specifically looks at the most important customer journey touchpoints to determine credit: First Click, First Optin, Re Optin, and Last Click. If any or all of those touchpoints have attribution, they receive credit in the Full Impact model.
Full Impact is a 100% revenue credit model. This means we attribute all future revenue back to each attributed click. It is likely that more than 1 click receives full revenue credit for each sale.
This includes subscription rebills, sales done on the phone, additional future one-time purchases, orders you take offline and import to Wicked, as long as they are sent to us somehow, we attribute them for you automatically back to the selected clicks.
Full Impact will usually attribute more revenue than you actually made in a given time period. The model is using revenue as a signal to amplify what is working in your marketing. Therefore, you will most likely see more revenue and sales when you look at your campaigns in the grid (or csv export) compared to what is shown in the totals section.
It works well when your marketing budget is limited or you don't have a lot of sales frequency to answer "What is working in my marketing?" and you don't wish to reconcile your revenue against your order systems.
To learn about the other attribution models, follow this link: Determining the Correct Attribution Model.
FAQ:
- Q: On the ROI grid in Full Impact Attribution, when I click on a "Wicked Attributed Sales" number and look at the individual orders, why might I see different touchpoints (UTMs) for a unique order than what I see when I click on "Wicked Attributed Sales" at a different level in the hierarchy?
A: This is expected behavior. With the Full Impact model, we attribute to 4 key touchpoints. At the highest level in the hierarchy (channel), up to 4 of these touchpoints may belong to the specific channel but only one of the 4 is displayed to establish that the order belongs in this grouping. As you dig deeper and drill down into the hierarchy you would be able to find all 4 available touchpoints displayed under their corresponding campaigns, ads, etc.