By Michael Foster.
Campaign attribution has never been harder. With the proliferation of new media and new attribution models, it seems impossible to keep track of the various data points available and organize them into a cohesive attribution model.
This lack of specific tracking is especially problematic because there are many different types of attribution models geared toward different types of campaigns. Since no two campaigns will have the same goal, it’s important to recognize what models are out there and which are a good fit for your particular situation.
But even when you’ve identified the model that works for you, there’s no guarantee that the model will be perfect. All models have flaws, and some may have blind spots that directly intersect with your campaign’s KPIs. If that’s the case, you’ll need to be more flexible, find new models and tweak the ones you’ve found.
An important component of identifying and analyzing models that work for attributing ROI to media investment is attribution tracking. You need to determine which media are actually delivering on your campaign goals. This sounds easy, and in a world of last-click attribution, it is. But we’re far past that, and the reality is the digital funnel has become significantly more complex. Traffic and sales can be driven by media that produce no clicks at all and have no direct trackability tools. So what can we do in that situation?
The answer is data. In cross-channel marketing, data points are increasingly essential for understanding what parts of your campaign are working and which aren’t. Cross-channel campaign attribution is relatively new and surprisingly controversial. With developments in data science, new insights are being produced almost daily, and many of them contradict one another. Even more worryingly, the push to harness big data has meant incorporating good and bad data blindly, causing many cross-channel models to have limited value. In some cases, they will even hurt your campaigns.
At this year’s LeadsCon, Sparkroom’s Anthony Nater and Akeel Haider will discuss how you can identify and track the right data to boost your cross-channel marketing efforts. In a world of integrated media campaigns and cross-channel targeting, getting the right data is essential for determining which campaigns are working and which are not. Nater and Haider will discuss the essentials of campaign attribution and how using an attribution model can improve a campaign’s performance.
They will also discuss attribution tracking—an exciting concept that goes beyond plugging into massive data sets and letting the computer spit out an ROI tally. Attribution tracking puts the media planner in the driver’s seat, looking at how media are performing over time and letting them experiment with new ways of reaching customers where they want to be reached. Attribution tracking can also help you measure the best level of frequency and reach for your campaigns, helping you limit wasteful spending and target your media to where it should go.
Join us at this year’s LeadsCon as we look at how to attribute and optimize your campaigns across channels. Sparkroom is dedicated to making sense of the increasingly complex and confusing world of online, offline, mobile, desktop, video, display and search. They will also provide an overview of the best attribution models and how marketers are already using them to improve campaign performance and boost sales.
Click here to register for LeadsCon New York 2016.