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Improving Digital Marketing Campaigns through Better Attribution

No company strategy would be complete without a strong digital marketing plan in place to help it reach its customers and make more conversions, which is why attribution has become more important. Unfortunately, attribution modeling is still developing in usefulness and can come with some information gaps that leaves marketers scrambling to fill in the blanks. By gaining a better understanding of its workings and limitations, marketers can get a better handle on how to harness its power for greater improvement.

What is attribution?
One of the biggest keys to successful digital marketing is to have an in-depth understanding of the customer’s experience from initial contact to purchase. Attribution modeling is the process of studying individual contact points through the customer’s experience in a specific channel and assigning them values to evaluate the effectiveness of a digital marketing campaign and then adapt accordingly.

What are today’s attribution problems?
The problem with the current approach to attribution today is that most marketers often separate their various channels of contact into separate attribution models to observe how effective they are individually. The reality of today’s market is that most customers are coming in from multiple channels at the same time. Marketers are campaigning across search engines, social media, email, and even channels offline that bring customers in, and many of these people are being reached on multiple fronts.

By separating it all out, marketers aren’t effectively getting the whole picture of the customer experience. They can end up setting up marketing campaigns that work against each other or bombard potential customers with too much and end up driving them away.

How can attribution be improved?
Digital marketing today must reach across all the available channels to be successful, and these different channels must be made to work together in a well-rounded and connected approach. Rather than choosing attribution models that separate each channel out, marketers should consider models that consider the multi-channel reality of marketing and help give them a more complete picture of the real customer experience. By studying how the different channels work together to make up contact points for customers, marketers can develop a more detailed, expertly targeted campaign that can’t miss.

For more information on methods for improving digital marketing strategy, check out more of the 1 Source Media Group blog today.

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