Multi Touch Attribution Report Guide

For a walkthrough of the Multi Touch Attribution Report watch this Video Overview.

For in-depth metric definitions go here.

Overview

Knock's Multi Touch Attribute (MTA) report provides insight into the prospect’s journey in finding a new home. The MTA report tracks the number of prospects that only interact with a single marketing source, those prospects that interact with more than one marketing source, and shows which source may be the most effective in generating leases.

The MTA report captures the marketing source for each individual event that occurs for a prospect. These events include prospect creation (i.e., how the prospect was created), appointments, visits, applications, leases, and inbound communications.

For example, a visit may have been scheduled using Zillow but that prospect may have been created by calling the tracking number on ApartmentList. When a source is not provided for any event, we aggregate that data in a bucket called "Source Not Provided". That way, the Visits and Leases on this report match that of other reports. 

Here is a question you can answer using this report: 
 
(1) Are prospects who engage with one marketing source more or less likely to lease than those who have engaged with more than one marketing source? 
 
This question is meant to better understand the prospect journey. From there, decisions on how marketing resources are directed can be made to either take advantage of existing behavior or try to change existing behavior.  
 
To answer this question, we'll use the default state for each of the filters. We'll want to toggle between the Leads and Conversions tabs of the visualization to compare the ratios of leases to prospects. 
 
 
The 'Leads' tab shows that the majority of prospects engage with a single marketing source (representing approximately 62% of all prospects with an event during the date range selected). The following screenshot shows the number of these prospects with a lease event. 
 
 
The above screenshot shows that while prospects engaging with more than one marketing source represents only 38% of all prospects in this population, they represent 68% of the leases. This indicates that prospects who engage with more than one marketing source are significantly more likely to lease than those who engage with a single marketing source. 
 

Filters

mta_filt.png

Filter Description
Date Range

You may select one of the preset date ranges available (defaults to Last 7 Days) or you may enter a custom date. Once you complete the date selection the report will automatically reload.

The Last 7 Days filter does not include the current day.

Properties This is a multi-select for what properties you'd like data for. User can select all properties by clicking the "All" option. After selecting the properties, you must select ‘Apply’ in order for the report to reload.

Visualization

The MTA report includes a bar graph with two tabs as seen in the below screenshots.

mta_vis_leads.png

The chart will display the Total Prospects and a breakout of how many of those prospects were single-touch (engaged with only one marketing source during the selected time frame) or were multi-touch (engaged with multiple marketing sources during the selected time frame).

When the user clicks on the ‘Conversions’ tab, the chart will change to the below screenshot which will display the same breakout for Leases.

mta_vis_conv.png

In both cases, Single Touch + First Touch = Total Prospects.

Data Definitions

Data Point Definition
Prospects/Leads

This is the number of leads that had an event in the time range selected and for the filters applied. This includes leads marked as “Not a Prospect”.

Event Type includes: 

    • Prospect Creation
    • Appointments
    • Visits
    • Applications
    • Lease Events
    • Inbound Calls / Messages
Total Conversion

This is the percentage of prospects/leads with a lease event in the selected time range for the properties selected and can be calculated by dividing the 'Total Leases' column by the 'Total Prospects' column

ST Conversions

This is the percentage of prospects/leads with a lease event and had only one marketing source identified in the selected time range for the properties selected. When expanded, this metric can be calculated by dividing the 'ST Leases' by the 'ST Prospects' column

Definitions for expanded column:

  • ST Prospects: This is the number of distinct prospects/leads that had at least one event AND only one marketing source could be identified.
  • ST Leases: This is the number of distinct prospects/leads that had a lease event AND only one marketing source could be identified. 
FT Conversions

This is the percentage of prospects/leads with a lease event and engaged with more than one marketing source in the selected time range for the properties selected. Attribution is given to the First Marketing Source. When expanded, this metric can be calculated by dividing the 'FT Leases' by the 'FT Prospects' column

Definitions for expanded column:

  • FT Prospects: This is the number of distinct prospects/leads that had at least one event AND more than one marketing source could be identified. Attribution is given only to the first marketing source identified
  • FT Leases: This is the number of distinct prospects/leads that had a lease event AND only one marketing source could be identified. Attribution is given only to the first marketing source identified

Example:

Prospect A had the following events:

(1) submitted a Form via the Property Website

(2) scheduled an appointment using Zillow

(3) scheduled a second appointment using ApartmentList

(4) Leased

This prospect would show up in the FT Conversions columns in the following ways: 

(a) FT Prospects under Property Website

(b) FT Conversions under Property Website

LT Conversions

 

This is the percentage of prospects/leads with a lease event and engaged with more than one marketing source in the selected time range for the properties selected. Attribution is given to all Marketing Sources except the First. When expanded, this metric can be calculated by dividing the 'LT Leases' by the 'LT Prospects' column

Definitions for expanded column:

  • LT Prospects: This is the number of distinct prospects/leads that had at least one event AND more than one marketing source could be identified. Attribution is given to all marketing sources other than the first marketing source identified
  • LT Leases: This is the number of distinct prospects/leads that had a lease event AND more than one marketing source could be identified. Attribution is given to all marketing sources other than the first marketing source identified

Example:

Prospect A had the following events:

(1) submitted a Form via the Property Website

(2) scheduled an appointment using Zillow

(3) scheduled a second appointment using ApartmentList

(4) Leased

This prospect would show up in the LT Conversions columns in the following ways: 

(a) LT Prospects under Zillow AND ApartmentList

(b) LT Conversions under Zillow AND ApartmentList

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