Anyone pull off an 'Multi-Touch Attribution Analysis? '

Hi All

Can anyone point me to an example, preferably SQL Server-generated of an Multi-Touch Attribution Analysis?  For example...
For a given event, like product purchase,
Look at the past history of those customers that made a purchase, such as clicked on an email, clicked on a Facebook ad/Twitter tweet, page views, product searches, etc.  All of these I'm currently sucking into a SQL database.
then look at the history of those customers that have not made a purchase,
and make inferences based on what events most lead to a purchase?

I've pulled off a couple of SSRS reports to the effect of 'for any given event (like Purchase), count all of the other events, and give counts/%ages'.

A writeup is here.  I pulled off the Cohort Analysis in an earlier question with Brian Crowe's SQL, now moving on to attribution.

I'm aware that Google Analytics has this capability, but my company's forking over 150 large isn't going to happen anytime soon.

Thanks.
Jim
LVL 66
Jim HornMicrosoft SQL Server Developer, Architect, and AuthorAsked:
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ste5anSenior DeveloperCommented:
Well, you need to define your touch points first. Then you need to correlate them. Thus you need an identifier over preferably all touch points to identify your customers. Then you can display the customer journey / sales funnel.
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Ryan McCauleyData and Analytics ManagerCommented:
You're pretty much looking to develop a business analytics package, and those (at least the good ones) are really complicated and really spendy. If it's something you would normally use Google Analytics to handle, can you use an alternative to that software? There are plenty of alternatives out there:

http://www.sitepoint.com/5-great-google-analytics-alternatives/

If you're looking for something beyond that Google Analytics would normally do, what are you looking for? Your question is phrased as something pretty general and just wanting to track people through the acquisition and purchase process, but what are the specific goals of the project? What do your executives (or you) specifically want to know that you're hoping you can solve? That might help us point you towards a tool or process that does that well and isn't cost-prohibitive.
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Jim HornMicrosoft SQL Server Developer, Architect, and AuthorAuthor Commented:
Hi guys

I just left the gig where this was in play, and it's not actionable to me anymore, so I'm going to share the wealth and close the question.

Thanks.
Jim
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