歸因分析
歸因是一種分析性概念,可協助判斷對業務銷售或轉換有貢獻的行銷策略,例如管道、優惠方案和訊息。 此概念會評估消費者歷程(客戶與公司互動以實現目標的過程),此歷程會根據客戶接觸點(客戶與您的品牌互動的任何時間)導致購買或贏取。 透過歸因分析,行銷人員可評估連結至潛在客戶的管道投資報酬率。
快速入門
本檔案中的SQL範例是常與Adobe Analytics資料搭配使用的查詢。 本教學課程需要您實際瞭解下列元件:
- 報告套裝資料的Adobe Analytics來源聯結器總覽.
- Analytics欄位對應檔案 提供擷取及對應分析資料以供查詢服務使用的詳細資訊。
- Attribution IQ概觀
- Adobe Analytics歸因面板指南.
內引數的說明 OVER()
函式位於 視窗函式區段. 此 Adobe行銷與商務辭彙表 可能也有用。
對於以下每個使用案例,都會提供引數化SQL查詢範例作為範本供您自訂。 提供引數到任何您看到的位置 { }
在您想要評估的SQL範例中。
目標
歸因使用案例使用Adobe Analytics資料,協助將客戶動作與成功結果建立關聯。 此關聯是瞭解影響客戶體驗的因素的重要部分。 歸因分析資料可用於瞭解客戶在客戶歷程中接觸點的重要性。
本檔案包含的查詢範例支援各種使用案例,適用於具有不同到期日設定的首次接觸和上次接觸歸因。 本指南說明下列重要概念:
- 首次接觸和上次接觸歸因。
- 首次接觸和上次接觸歸因以及到期逾時。
- 具有到期條件的首次接觸和上次接觸歸因。
歸因查詢引數 attribution-query-parameters
下表提供用於首次接觸和上次接觸歸因查詢的引數及其說明的劃分:
{TIMESTAMP}
{CHANNEL_NAME}
{CHANNEL_VALUE}
{EXP_TIMEOUT}
{EXP_CONDITION}
{EXP_BEFORE}
{EXP_CONDITION}
,即符合。 這主要是針對工作階段的到期條件啟用,以確保不會從先前的工作階段中選取首次接觸。 預設情況下,此值設定為 false
.查詢結果欄元件 query-result-column-components
歸因查詢的結果提供在 first_touch
或 last_touch
欄。 這些欄由下列元件組成:
({NAME}, {VALUE}, {TIMESTAMP}, {FRACTION})
{NAME}
{CHANNEL_NAME}
,在Azure Data Factory (ADF)中輸入為標籤。{VALUE}
{CHANNEL_VALUE}
這是指定範圍內的最後一次接觸 {EXP_TIMEOUT}
間隔{TIMESTAMP}
{FRACTION}
首次接觸歸因 first-touch
首次接觸歸因會100%將成功結果的責任歸於消費者遇到的初始管道。 此SQL範例用於強調導致後續一系列客戶動作的互動。
以下查詢會傳回首次接觸歸因值,以及目標中管道的詳細資料 Experience Event 資料集。 它也會傳回 struct
物件,其中包含每列的首次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_FIRST_TOUCH({TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}) OVER ({PARTITION} {ORDER} {FRAME})
如需可能需要的引數及其說明的完整清單,請參閱 歸因查詢引數區段.
範例查詢
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_FIRST_TOUCH(timestamp, 'Paid First', marketing.trackingCode)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS first_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
LIMIT 10
結果
在下列結果中,初始追蹤程式碼 em:946426
取自 Experience Event 資料集。 此追蹤程式碼會歸因於100% (1.0
),因為這是第一次互動。
id | timestamp | trackingCode | first_touch
-----------------------------------+-----------------------+--------------+-------------------------------------------------
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-18 07:06:12.0 | em:946426 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-18 07:07:02.0 | em:946426 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-18 07:07:55.0 | | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-18 07:08:44.0 | | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-23 17:50:10.0 | em:513526 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-23 17:50:43.0 | em:513526 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-23 17:53:02.0 | | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-26 20:37:12.0 | sms:70175 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-12-26 20:37:57.0 | | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2019-01-02 19:41:38.0 | em:526702 | (Paid First,em:946426,2018-12-18 07:06:12.0,1.0)
(10 rows)
結果劃分顯示於 first_touch
欄,請參閱 欄元件區段.
上次接觸歸因 second-touch
上次接觸歸因會100%將成功結果的責任歸於消費者遇到的最後一個管道。 此SQL範例用於強調一系列客戶動作中的最終互動。
查詢會傳回上次接觸歸因值,以及目標中管道的詳細資料 Experience Event 資料集。 它也會傳回 struct
物件,其中包含每列的上次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_LAST_TOUCH({TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}) OVER ({PARTITION} {ORDER} {FRAME})
範例查詢
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_LAST_TOUCH(timestamp, 'trackingCode', marketing.trackingCode)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS last_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
結果
在下方顯示的結果中,傳回物件中的追蹤程式碼是每個物件中的最後一個互動 Experience Event 記錄。 每個程式碼都有100%的歸因(1.0
)對客戶動作的責任,因為這是最後一次互動。
id | timestamp | trackingCode | last_touch
-----------------------------------+-----------------------+--------------+-------------------------------------------------
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-18 07:06:12.0 | em:946426 | (Paid Last,em:946426,2017-12-18 07:06:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-18 07:07:02.0 | em:946426 | (Paid Last,em:946426,2017-12-18 07:07:02.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-18 07:07:55.0 | | (Paid Last,em:946426,2017-12-18 07:07:02.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-18 07:08:44.0 | | (Paid Last,em:946426,2017-12-18 07:07:02.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-23 17:50:10.0 | em:513526 | (Paid Last,em:513526,2017-12-23 17:50:10.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-23 17:50:43.0 | em:513526 | (Paid Last,em:513526,2017-12-23 17:50:43.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-23 17:53:02.0 | | (Paid Last,em:513526,2017-12-23 17:50:43.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-26 20:37:12.0 | sms:70175 | (Paid Last,sms:70175,2017-12-26 20:37:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2017-12-26 20:37:57.0 | | (Paid Last,sms:70175,2017-12-26 20:37:12.0,1.0)
5D9D1DFBCEEBADF6-4097750903CE64DB | 2018-01-02 19:41:38.0 | em:526702 | (Paid Last,em:526702,2018-01-02 19:41:38.0,1.0)
(10 rows)
結果劃分顯示於 last_touch
欄,請參閱 欄元件區段.
具有到期條件的首次接觸歸因 first-touch-attribution-with-expiration-condition
此查詢是用來檢視哪些互動導致一部分中發生的一系列客戶動作。 Experience Event 資料集由您選擇的條件所決定。
查詢會傳回目標中單一管道的首次接觸歸因值和詳細資料 Experience Event 資料集,在條件之後或之前到期。 它也會傳回 struct
物件,具有針對所選管道傳回的每一列的首次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_FIRST_TOUCH_EXP_IF(
{TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}, {EXP_CONDITION}, {EXP_BEFORE})
OVER ({PARTITION} {ORDER} {FRAME})
如需可能需要的引數及其說明的完整清單,請參閱 歸因查詢引數區段.
範例查詢
在以下範例中,購買會被記錄(commerce.purchases.value IS NOT NULL
)在結果中顯示的四天(7月15、21、23和29日)的每一天,100%會歸因每天的初始追蹤程式碼(1.0
)客戶動作的職責。
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_FIRST_TOUCH_EXP_IF(timestamp, 'Paid First', marketing.trackingCode, commerce.purchases.value IS NOT NULL, false)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS first_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
結果
id | timestamp | trackingCode | first_touch
----------------------------------+-----------------------+--------------+-------------------------------------------------
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:04:10.0 | em:1024841 | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:05.0 | em:1024841 | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:08:30.0 | | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:45:10.0 | em:483339 | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:50:22.0 | em:483339 | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:56:56.0 | | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:25:12.0 | sms:70558 | (Paid First,em:70558,2019-07-23 12:25:12.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:38:51.0 | | (Paid First,em:70558,2019-07-23 12:25:12.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-29 21:33:30.0 | em:884210 | (Paid First,em:884210,2019-07-29 21:33:30.0,1.0)
(10 rows)
結果劃分顯示於 first_touch
欄,請參閱 欄元件區段.
具有到期逾時的首次接觸歸因 first-touch-attribution-with-expiration-timeout
此查詢用於尋找在選定期間內導致成功客戶動作的互動。
以下查詢會傳回目標中單一管道的首次接觸歸因值和詳細資料 Experience Event 指定時段的資料集。 查詢傳回 struct
物件,具有針對所選管道傳回的每一列的首次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_FIRST_TOUCH_EXP_IF(
{TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}, {EXP_CONDITION}, {EXP_BEFORE})
OVER ({PARTITION} {ORDER} {FRAME})
如需可能需要的引數及其說明的完整清單,請參閱 歸因查詢引數區段.
範例查詢
在以下範例中,每個客戶動作傳回的首次接觸是過去七天內最早的互動(expTimeout = 86400 * 7)。
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_FIRST_TOUCH_EXP_IF(timestamp, 'Paid First', marketing.trackingCode, commerce.purchases.value IS NOT NULL, false)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS first_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
結果
id | timestamp | trackingCode | first_touch
-----------------------------------+-----------------------+--------------+-------------------------------------------------
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:04:10.0 | em:1024841 | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:05.0 | em:1024841 | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:08:30.0 | | (Paid First,em:1024841,2019-07-15 06:04:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:45:10.0 | em:483339 | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:50:22.0 | em:483339 | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:56:56.0 | | (Paid First,em:483339,2019-07-21 18:45:10.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:25:12.0 | sms:70558 | (Paid First,em:70558,2019-07-23 12:25:12.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:38:51.0 | | (Paid First,em:70558,2019-07-23 12:25:12.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-29 21:33:30.0 | em:884210 | (Paid First,em:884210,2019-07-29 21:33:30.0,1.0)
(10 rows)
結果劃分顯示於 first_touch
欄,請參閱 欄元件區段.
具有到期條件的最後一次接觸歸因 last-touch-attribution-with-expiration-condition
此查詢是用來尋找一部分中一連串客戶動作的最後互動。 Experience Event 資料集由您選擇的條件所決定。
以下查詢會傳回目標中單一管道的上次接觸歸因值和詳細資料 Experience Event 資料集,在條件之後或之前到期。 查詢傳回 struct
物件,具有針對所選管道傳回之每列的上次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_LAST_TOUCH_EXP_IF(
{TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}, {EXP_CONDITION}, {EXP_BEFORE})
OVER ({PARTITION} {ORDER} {FRAME})
如需可能需要的引數及其說明的完整清單,請參閱 歸因查詢引數區段.
範例查詢
在以下範例中,購買會被記錄(commerce.purchases.value IS NOT NULL
)在結果中顯示的四天(7月15日、21日、23日和29日)的每一天,100%會歸因每天的最後一個追蹤代碼(1.0
)客戶動作的職責。
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_LAST_TOUCH_EXP_IF(timestamp, 'trackingCode', marketing.trackingCode, commerce.purchases.value IS NOT NULL, false)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS last_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
範例結果
id | timestamp | trackingCode | last_touch
-----------------------------------+-----------------------+--------------+------------------------------------------------
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:04:10.0 | em:1024841 | (Paid Last,em:550984,2019-07-15 06:08:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | em:1024841 | (Paid Last,em:550984,2019-07-15 06:08:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | | (Paid Last,em:550984,2019-07-15 06:08:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:08:30.0 | em:550984 | (Paid Last,em:550984,2019-07-15 06:08:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:45:10.0 | em:483339 | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:50:22.0 | em:483339 | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:56:56.0 | | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:25:12.0 | sms:70558 | (Paid Last,em:380097,2019-07-23 12:38:51.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:38:51.0 | em:380097 | (Paid Last,em:380097,2019-07-23 12:38:51.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-29 21:33:30.0 | em:884210 | (Paid Last,em:884210,2019-07-29 21:33:30.0,1.0)
(10 rows)
結果劃分顯示於 last_touch
欄,請參閱 欄元件區段.
具有到期逾時的最後一次接觸歸因 last-touch-attribution-with-expiration-timeout
此查詢用於尋找所選時間間隔內的上次互動。 查詢會傳回目標中單一管道的上次接觸歸因值和詳細資料 Experience Event 指定時段的資料集。 查詢傳回 struct
物件,具有針對所選管道傳回之每列的上次接觸值、時間戳記和歸因。
查詢語法
ATTRIBUTION_LAST_TOUCH_EXP_TIMEOUT(
{TIMESTAMP}, {CHANNEL_NAME}, {CHANNEL_VALUE}, {EXP_TIMEOUT})
OVER ({PARTITION} {ORDER} {FRAME})
如需可能需要的引數及其說明的完整清單,請參閱 歸因查詢引數區段.
範例查詢
在以下範例中,每個客戶動作傳回的最後一次接觸是未來七天內的最後一次互動(expTimeout = 86400 * 7
)。
SELECT endUserIds._experience.mcid.id, timestamp, marketing.trackingCode,
ATTRIBUTION_LAST_TOUCH_EXP_TIMEOUT(timestamp, 'trackingCode', marketing.trackingCode, 86400 * 7)
OVER(PARTITION BY endUserIds._experience.mcid.id
ORDER BY timestamp
ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW)
AS last_touch
FROM experience_events
ORDER BY endUserIds._experience.mcid.id, timestamp ASC
結果
id | timestamp | trackingcode | last_touch
-----------------------------------+-----------------------+--------------+-------------------------------------------------
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:04:10.0 | em:1024841 | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | em:1024841 | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:05:35.0 | | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-15 06:08:30.0 | | (Paid Last,em:483339,2019-07-21 18:56:56.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:45:10.0 | em:483339 | (Paid Last,sms:70558,2019-07-23 12:38:51.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:50:22.0 | em:483339 | (Paid Last,sms:70558,2019-07-23 12:38:51.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-21 18:56:56.0 | | (Paid Last,sms:70558,2019-07-23 12:38:51.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:25:12.0 | sms:70558 | (Paid Last,em:884210,2019-07-29 21:33:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-23 12:38:51.0 | | (Paid Last,em:884210,2019-07-29 21:33:30.0,1.0)
7J82HGSSBNELKLD4-4107750913DE65DA | 2019-07-29 21:33:30.0 | em:884210 | (Paid Last,em:884210,2019-07-29 21:33:30.0,1.0)
(10 rows)
結果劃分顯示於 last_touch
欄,請參閱 欄元件區段.