In our new five-part blog series, you’ll learn about the importance of attribution: choosing ad channels, defining company goals, aligning KPI’s with company objectives, managing customer touch-points, and learning where your ad dollars are best spent for maximum impact.
It’s inspired by our latest eBook, Beyond Digital Marketing Attribution, and it’s designed to help you create an attribution strategy that drives your company’s key business goals. This is Step 3: Start Your (Attribution Technology) Engines. Keep an eye out for future installments in the coming weeks.
Part 3: Start Your (Attribution Technology) Engines: Which Tools Will You Use?
You’ve identified your marketing channels, and you have a list of your key performance indicators and the feeder metrics that will help you identify when and why your KPIs are changing. Now it’s time for Step 3 of becoming an attribution superhero: Choosing the tech tools that will measure your success for each channel.
Start by downloading our one-page Technology Landscape exercise. On that page, you’ll see no less than 36 separate technologies that you can use to generate measurement metrics. Take a few minutes to identify the technologies you already have at your disposal.
While you’re doing that, let’s touch on the question that often comes up during this exercise: What’s the difference between a channel and a technology when it comes to designing an attribution strategy? (You’ll see that some of the technologies listed on the page are also considered to be channels in their own right.)
It’s simple: An ad channel is a specific way in which you reach your customer: a social media ad, a blog post, an email blast, or even a sales call. A technology is a tool with built-in data-generating ability that can help you measure the success of that channel. So, if a blog is one of your channels, then by definition, your website is one of your technologies, because you have a built-in ability to measure blog traffic, engagement, reposts, comments, and return visits, all wrapped up in one portal.
(And, don’t forget about your “offline” efforts as well. A sales call can yield a measurable result as surely as a Facebook ad campaign, so it’s considered to be both a channel and a technology.)
Once you’ve identified the technologies available to you, make a list of the specific details for each of them: the brand name if it’s a CRM, for example, or the type of PR campaign you engage in, if you have a PR team. That will help later in your attribution process as you quantify the value of each channel and use your findings to refine your ad strategy.
In the next blog installment, we’ll turn the tables and look at the customer experience: the touch-points created by each of your channels to engage your audience.
Read about Step 4 of your attribution strategy—understanding the journey your customer travels from initial touchpoint, to brand engagement, to revenue production.
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Get the whole playbook! Download our new e-book, Beyond Digital Marketing Attribution, to start crafting your attribution strategy right now