As marketers turn to greater and more campaigns, methods, and channels, it is obviously getting harder to get involved with attribution. According to some research, over 80 percent of marketing conversions involve multiple interactions. Still, about 50 percent of marketers employ single-touch attribution. Interestingly, a good number of advertisers are either not in the know or unwilling to adopt these models.
Even why there is quite a lot to benefit from using Attribution in marketing, it is sad to see that some advertisers are already expressing skepticism about the offering. With the current state of things in digital marketing, there is obviously no better way to organize campaigns that can yield meaningful results than this. As a matter of fact, marketers and advertisers alike are sure to have the kinds of concentrated insights that can help them identify those marketing channels that are delivering the best customer engagement and return on investment (ROI) when they get involved with the use of analytics attribution.
However, they are required to have a profound knowledge of their prospects and customer base as it doesn’t work as a “magic pill.” For a successful use of attribution, every marketer needs to know and understand the set of rules they want to apply to their customers particularly when they engage with their brand. Interestingly, this will not only help them (advertisers) to organize and improve their prospect-to-customer conversion path, it will also help to significantly free up their time and provide more opportunity for them to focus on those channels that yield better results.
In order to effectively get to the core insights that drive conversion, analytics attribution will need to crunch quite a lot of data. If you are looking to achieve a successful attribution process, it is needful to know that it isn’t just possible to find a “one size fits all” as there are so many variables to account for. No marketer may want to cater for the expense and time of investing in attribution when analytics alone can provide them with all the answers they need especially if they don’t possess much of a prospect to conversion path or they’re already able to glean insights easily from their analytics.
For those who have made up their minds to go with attribution, it is good to know that you can achieve all you need to make a meaningful headway in digital marketing with Google Analytics Attribution. This tool was created within Google’s Analytics suite to help marketers like you experience the efficiency and productivity of attribution models and how they can meaningfully impact the value of your marketing channels.
Track your marketing campaigns
Now that you already know the importance of data, understanding how to keep a steady flow of this information will also be very helpful. The best way to do this is to track your marketing campaigns right on every channel. With your Google Analytics tool, you can effectively track your campaigns in those channels. Use them in banners, paid ads, guest posting, newsletters, social media, email and more. When it comes to data and tracking, consider Google Analytics as your one-stop shop. This is an efficient attribution tool that will help you have a better understanding of your customer behavior and understand the right model approach to employ to channels.
Campaign tracking is an absolute necessity for those employing more than one marketing channel. With this, marketers can hardly come up with a solid idea of what’s working, where their prospects are coming from, how to optimize leads, and perform scale back. Attribution and Analytics are a perfect pairing. While the former seeks to explore the effectiveness of the channels marketers have got in the mix, the later typically shows behavior.
If you must be successful with the use of marketing attribution, then you must be willing to do things right. Build an attribution model that actually reflects the turnout of events. It is important to understand that attribution is not stagnant as it is continuously evolving to cater to more marketing activities. Every marketer needs it to know the exact impact of their work. Basically, the use of marketing attribution is aimed at creating more effective strategic insights.
Attribution, as it is today, has gone beyond the effectiveness of digital ads that were clicked on as it were at the advent of pay-per-click advertising. In a bid to replace last-click attribution models, marketers are developing custom multi-touch attribution models to improve how their campaigns. Over the coming year, it is evident that the use of custom multi-touch attribution models will be helpful in comparing the efficacy of traditional and digital channels.
Attribution is more than just a conversion tool. It seeks to provide an improved solution to the deeply fragmented world of marketing. Today, any marketer seeking to create possibilities within channels must consider attribution as a potential tool for creating conversions. The best way marketers can gain an unprecedented influence that far beyond the marketing suite is by leveraging analytics that will help to provide good measurement and prove quality value for their campaign.
Sophisticated marketers will surely want to employ holistic approaches to tackle attribution. There is the need to apply campaign-based tactics aimed at synchronizing branding initiatives that cut across offline and online channels.