How can you visualize and communicate machine learning-based marketing attribution model results?

While managing a direct response/catalog account the CFO asked if there was a better way to present results; 'I know what I'm spending, I need to understand what I get for it.' So, working with the brand manager, we came up with a way to show him how our campaign data could support models and projections giving him 90-day, even 1-yr or 5-yr cash flow projections. So, always assume that your reports will go up the chain, all the way to the top; present your deliverables in the language used by the ultimate audience and always answer the 'So What?' question--how these results convert into future growth and financial health. ROAS may be interesting, but discounted returns on investment are sexy.

In the digital marketing world, using machine learning-based attribution models is crucial. Picking the right metrics, such as ROAS, Incremental Lift, CLV, and Attribution Weight, is vital. These metrics help you assess the effectiveness of different marketing channels and campaigns, ensuring your strategies align with your business goals and audience needs.

Using visual aids like Sankey diagrams, bar charts, and pie charts can significantly enhance the understanding of customer behavior and marketing impact. Sankey diagrams vividly trace customer journeys through different touchpoints, offering insights into conversion paths. Bar charts effectively compare various channels or campaigns, highlighting metrics like ROAS and CLV. Pie charts, meanwhile, excel in showcasing the proportionate influence of each channel. Together, these tools offer a comprehensive view of marketing effectiveness and customer interaction.

Adding context and recommendations through annotations, dashboards, and reports is crucial for effectively communicating attribution results. Annotations serve as guides, highlighting key insights within visual aids. Dashboards offer an interactive overview, categorizing and clarifying data based on themes or specific queries. Reports synthesize and articulate the data's story, offering persuasive interpretations. Each method enriches the data's narrative, aiding understanding and guiding decision-making based on the presented insights.