OFFLINE & ONLINE ATTRIBUTION
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Michael Jenkins
Digital Strategist
Good attribution helps you understand the effectiveness of each channel, knowing with greater certainty how much each channel plays in converting an audience into a sale. A good consultation process does the same thing. We try to understand everything about your business so you can get the best results.
Good attribution, properly measured and managed, lets you tweak your media spend, communication programs and promotional offers as your campaign rolls out, ensuring your media spend puts your money in the right places for the best return.
With a huge array of online attribution models and eCommerce attribution solutions available, it’s hard to know where to start. If you’re frustrated, Shout.
The truth is, if you’re only looking at online marketing attribution, you’re only looking at half your potential opportunities. Even if you’re a totally online eCommerce business, there are sales and opportunities to be had by including an offline component of your communications plan.
The hard piece has been understanding how to attribute what percentage of the buyer journey can be attributed to which media – especially when looking at a multi-channel offline and online campaign.
The modern shopper will not take a linear path to your bottom line.
There are too many distractions, too many ways to avoid ads, too many channels, too many options, too many people sense checking a sale on their mobile before committing to a purchase.Â
A great attribution strategy helps your target your customer in a number of different places – and understand how much impact each message in each different place can
Our offline and online attribution service can help you understand where your sales are most likely coming from, which pieces of the media channel puzzle are working and which need to be adjusted.
We can also look at other aspects of your buyer journey to maximise the effectiveness of your attribution model. This includes looking at campaign continuity – ensuring easy recognition of the next step for the buyer – and conversion strategies.
The developing science of marketing attribution helps you understand which touchpoints along the buyer journey – and which combination of touchpoints – best influence the possibility of a sale.
It’s a numbers game.
No one can tell you exactly which customers are going to see exactly which pieces of communications you put out there, and which specific path to purchase they’ll take.
But, by understanding the numbers, and the probabilities of customers taking the next desired step, you can better understand where to put your money to get the most possible customers for the least possible cost.Â
Good marketing attribution experts, like the attribution experts at Shout, can help you understand which components of your campaign are most directly responsible for converting visitors into sales.
A better attribution model
Using proven statistical analysis models, and campaign guidelines developed for your specific challenge, the team at Shout are able to assign more focused probability scores and help you see a clearer picture of where you’re getting the biggest bang for your buck.
We look at:
By developing a clearer attribution model – shaped for your specific needs – you’re able to make more informed decisions, get more focused on shaping the message to the media – for more impact and greater engagement – and enhance your ROI, making more sales while spending less per sale.
What kind of model suits you best?
There are a number of different models and attribution approaches. But whether you need a single-step attribution model or a multi-step model (including first and last attribution, first middle and last, and all point attribution) Shout’s experts can help.
We look at five key steps.
Set up
Shout will establish the foundations of your campaign, seeking to understand your business and brand challenges, your sales expectations and ROI needs, understand the best base customer type and sales goals for the campaign.
We set strong data foundations. The better you can use your data, the better your campaign will be. Shout starts by establishing a single view of your best customer, understanding your systems and ensure appropriate connections between the campaign, the customer and product. From this we create a buyer journey map.
This includes making sure we understand which channels you want to use and use proven online data attribution models to ensure channels are tagged appropriately. We will also work with you to agree lead scores, measurements and KPIs, and the attribution model we believe will be most effective for your business.
From this, we can help you conduct a cost benefit analysis, and help you help your senior people understand the approach and the expected returns.
Initial launch
We never assume a perfect understanding of the future. Even with the utmost confidence in our attribution capability, we launch, we measure, we adjust and we run – constantly looking for ways to improve each channel.
We develop views of customer types – looking for large customers sets who share similar behaviours. This includes prior purchase, and in store visits.
We work with your people to ensure we understand the intent of each message, providing input where we can add value. Then we launch.
Measurement and adjustment
We will often start small. This can be a one-off execution, run several times on the same channel – offline or online – with a clear offer to allow us to see the effectiveness of that channel. We test this. We measure results. Then adjust the campaign to optimise.
Expand the reach
Based on the findings of our initial campaign, we then stretch the campaign into either new channels or to more diverse customer types. By increasing the numbers of people we can reach – either through more diverse channels or through different cohorts to create a wider customer net – we can match the findings against the initial attribution scores and determine the effectiveness of each new channel.
We do this through a number of direct response communications with either offline (in store) or online (eCommerce site) redemption offers.
Measuring and optimising this, increasingly personalising the campaign both on-site and through various relevant channels, helps us develop a bespoke offline and online attribution model, unique to your campaign and your customer types, which can be further and further refined and rolled out across new campaigns – driving long-term effectiveness.
The more we understand the buyer behaviour, the more we can attribute (with confidence) the effect of each channel and the more we can understand how much we can expect from each campaign before we suffer from diminishing returns.
We can provide you with a clearer understanding of your return on marketing spend and help you know which channels work best. We can even help you understand how some channels which may at first seem to be underperforming, actually work to enhance the messaging in other channels.
The data can then be leveraged to create more effective, broader reaching campaigns, develop targeted loyalty campaigns and evergreen offers for specific audience groups. In each case, working to make your campaigns more and more effective, year after year after year.
We can also help you explore the benefits, set up, and run an effective mass personalisation program. Mass personalisation is fast becoming the benchmark in contemporary retailing, whether you’re an eCommerce shop, a bricks and mortar retailer or a mixture of both. You can read more about Shout’s expertise and capability in helping you provide multi-channel, multi-audience personalisation that can scale – driving audience growth and sales results – here.
For more information on how clever attribution and proven attribution models can help make your online and offline marketing efforts work together, call Shout today.
Good attribution, properly measured and managed, lets you tweak your media spend, communication programs and promotional offers as your campaign rolls out, ensuring your media spend puts your money in the right places for the best return.
With a huge array of online attribution models and ecommerce attribution solutions available, it’s hard to know where to start. If you’re frustrated, Shout.
The truth is, if you’re only looking at online marketing attribution, you’re only looking at half your potential opportunities. Even if you’re a totally online eCommerce business, there are sales and opportunities to be had by including an offline component of your communications plan.
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Our SEO consultants had Moula laughing all the way to the bank, with SEO optimisation, SEM and a Social strategy that had Moula outranking the big four banks on SEO.
By slashing the average cost per acquisition and boosting conversions in search, our SEO Strategy and Social Campaign was the only flex necessary.
We’ve compiled a list of the most commonly asked questions about marketing automation agency to help make your decision easier. Of course, if there are questions not included here, feel free to contact us and we will answer any questions you might have.
This relates to media attribution. It is the practice of monitoring and tracking which media channels make the biggest impact on your customer engagement and ultimately, your sales.
This relates to the impact your digital and offline media channels have on the performance of your customers and their impact.
This relates to digital media attribution. It is the practice of monitoring and tracking which digital media channels make the biggest impact on your customer engagement and ultimately, your sales.
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Google Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.
Metrics considered for attribution include clicks and sales predominately.
KPI’s that are important are based on the marketing objective. If it is awareness then clicks and impressions may be more important. If it is sales than conversions play a bigger role.
We generally advise a 30 – 90 day process to allow for data to be measured, monitored and effectively analysed.
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