First Interaction - Why Attribution?
So, your first thought. Why would I change the way I currently report on marketing performance?
Well, have you always wondered which channels are grabbing people's attention and raising brand awareness? Are these channels different to your last-click top performers? Luckily for you, we're nosey data analysts. We will help answer these questions for you and many, many more by using a host of different tools to interrogate inter- and intra-channel attribution data.
First interaction awareness piece over, here's a few examples of questions we answer:
- Which marketing channels are being under-valued using last click reporting?
- Where are different channels coming into play throughout the user journey to conversion?
- Within channels, are different targeting types seen at different stages of this decision-making process?
- How can I use this information gathered about the customer journey to optimise my marketing strategy and allocate my budget in the most efficient way?
Understanding your business to give you answers to questions that are relevant to you, sharing our attribution knowledge with you throughout, is our priority for every attribution project. We have also found this to be a great way of exposing and addressing any tagging or tracking issues.
The most important art of any attribution project is buy-in from you. We need to be confident that any results that arise from our analysis can be actioned on your end. It might be that we are recommending creative messaging alignment across channels, frequency capping amendments or even more time to delve further into a specific channel. Come to us with an open mind and we will help open your eyes to what your marketing channels are doing.
Assist Interaction - What We Do
Our bespoke collaborative analysis will take you through a full knowledge sharing programme, enabling you to conduct attribution analysis in-house in future. We also offer attribution reviews to provide you with a wealth of data and actionable insights.
We start top level, with insight into how each channel should truly be reported. Depending on your interest we can then delve into how the different channels interact with one another or look at how revenue changes based on our analysis.
This needn’t be limited to your online marketing channels. Google’s TV Attribution, a key feature of Attribution 360, enables you to measure the success of your TV ads, broken down by channel and spot time, and tie this into your online advertising by helping you understand the impact your TV is having on searches and traffic to your site, providing actionable insight.
From there we delve even deeper, looking at different time lags (another good excuse for lovely diagrams, see below) and marketing touchpoints. We look to understand if high or low value conversions have different paths and whether there's any consistency in where a particular channel or campaign sits along the path to conversion.
Custom attribution models are the final piece of the puzzle (for now). We make data-driven decisions to fully customise a model and begin a change management process across your reporting.
Example Path to Conversion report
Last Interaction - The Results Are In
In our opinion, there's so much you can do with this information that any website engaging in more than one paid-for channel has got to be paying attention to their attribution reports. The key outcomes can easily be classified into one of the below:
- Changes to channel split and budget
- Improvements to intra-channel targeting (spend, marketing message, etc)
- Introduction of new channels or removal of underperforming channels
- The creation of an enduring ongoing attribution model to use for all future marketing measurement efforts
The final point is where we pull together the intelligence that we have gathered and use it to inform what model would be best for you. For example, using the time lag analysis to understand your optimum lookback window. Or understanding whether we should be giving less credit to direct visits. Or establishing if there's a correlation between longer visits and higher conversion rate.
After recognising that their customers were interacting with the brand online far more than just a last click, Endsleigh signed up for personalised collaborative attribution analysis with our Google Analytics team.Over six interactive sessions we covered everything from the basics of attribution through to advanced multi-channel funnel reports and model analysis. The culmination of the project has seen impressive results, and thanks to a custom attribution model, which was based on data-driven decisions, we reduced Endsleigh's AdWords CPA by 47%.
From some simple Excel wizardry and the standard Google Analytics reports, to paid-for solutions like DoubleClick Campaign Manager, Analytics 360 and Attribution 360, we're well versed in the options available to help with your Attribution Analysis. The pros and cons are too vast to mention (and we felt two Venn diagrams on one page might be overkill!) so get in touch if you're interested in finding out more and we'd be happy to walk you through it. If you come to us, we'll throw in a coffee and a custard cream too.