Attribution Modeling

Power BI
1

Hi, I have been doing some reading on attribution modeling and was wondering if its possible to to implement and visualize them in Power BI.

I haven’t found any material or information regarding this.

I believe it can be implemented in r or python and then brought in Power BI, - Anyone here works on attribution modeling?

2

Hello, @jps !

if you speaking about marketing conversion from different sources and customer journey map, yes it is possible to realize with PBI. You just need to have in model all marketing data, for example from google analytics connected to your CRM (for example) to have a possibility to count conversions rate.
When you have all data in your model, you could also setup any triggers you want to have. No R or Python :slight_smile: just correct model and DAX.
The same you could do with web site performance.
About materials - you could check with the help of YouTube, PBI community and ENDA forum.
Some examples:

  1. Scenario Method workshop: https://portal.enterprisedna.co/p/scenario-method-workshops
  2. Getting GA data:
    2.1. https://www.youtube.com/watch?v=yOV02DW_3XM
    2.2. https://www.youtube.com/watch?v=VzLNeWjANcY
  3. https://community.powerbi.com/t5/Data-Stories-Gallery/Digital-Marketing/m-p/2129880#M5991

Hope, these would help!

BR,
Oleg

3

Hey Oleg,

Attribution modelling relates to the same data, Its about assigning a value to every touchpoint that client used before conversion / making a purchase.

here is a doc that talks of different type of attribution models https://www.marketingevolution.com/marketing-essentials/marketing-attribution

Now I found this Tableau webinar that is about attribution models and dashboard in tableau.

at about 22:26, they are sharing a sheet that has been created from data collected from Google analytics - and towards the end, presenter mentions that this data was fcompiled in R, and then exported for use in Tableau for creating dashboard and creating some scenarios based on this data.

With all the reading i have done, I havent come across any work done in power bi in ths regards.

there are a couple of videos from company called windsor.ai, who collect the data from Google Analytics, process it, create the model then allow the data export for their paid subscribers who can then create a dashboard

I was just wondering if the results can be obtained from within Power BI, without using company such as windsor.ai

4

Good day!

Thank you for question clarification.
Let’s go step by step.

  1. Getting data from Google Analytics:
    Yes, it is possible with Power BI - you need to use a GA connector.
    Some related videos:
    https://www.youtube.com/watch?v=UJSapgwy5GQ
    https://www.youtube.com/watch?v=PHoA0FkK4Pg
  2. In case you’d like to get data from other marketing systems - need to check how to do it. With the help of PBI or custom connector, API or some other way.
  3. Coming back to Tableau video and last 4 columns in their sheet. You could do different calculations in Power BI, using:
5

Love how you provided solution on this thread @Oleg.Poddubnyy. Appreciate your help on it.

We hope this helped you @jps. Just following up if you still need help with your inquiry?

In case there won’t be any activity on it in the next few days, we’ll be tagging this post as Solved.

6

Hi @jps, due to inactivity, a response on this post has been tagged as “Solution”. If you have any concern related to this topic, you can create a new thread.

7

Hey Oleg,
Sorry for the late reply. I was recovering from covid.

Thank you for a very detailed response. I did get the data using the google analytics connector,
What I found is that this option is the best option to work with even as there are several limitations that actually come from the googles side such as - google may provide summarised data ( and we wouldn’t come to know), there is a limitation on how many columns/rows of data we can get etc.

The links you mentioned in point 3 are very useful. I’ll go through them. This was the main reason for this post which is attributions. In the end, if it isn’t possible in Power BI, I believe R or Python will be the only way out.

Thank you for your response