Hi everyone! I've been lurking here for a bit while we try to sort out our marketing attribution at my company. We're a small team and the big, fancy attribution platforms feel a bit out of reach budget-wise and complexity-wise right now.
I keep reading about "channel crossover" and how channels influence each other, but it always feels so abstract. I wanted to see it for myself, so I tried a super basic experiment. Using our last quarter's campaign data (just from Google Analytics and our social platforms), I mapped touchpoints for a sample of converted customers. I used a simple network graph library in Python (NetworkX) to visualize it.
The resulting chart is honestly kind of messy, but you can actually *see* the strong links between, for example, our LinkedIn ads and organic search visits later that week. It’s not a proper attribution model, I know, but it made the "influence" concept click for me visually.
My question is: do any of the mainstream attribution tools (like Triple Whale, Northbeam, Dreamdata, etc.) offer this kind of visual network analysis, or is it more about the model math with charts just for the final weighted percentages? I'm trying to understand if building out this simple visualization further could be useful, or if the pro tools handle this in a much more sophisticated way already. Thanks for any insight!