HOW TO SELECT THE RIGHT TOOLS TO SIMPLIFY YOUR MULTI-CHANNEL ATTRIBUTION STRATEGY

Category: Articles

What do my investments

actually bring back?

It sounds like one of the most frequent

questions we have when we think about

our Marketing Strategy. Answering that

question may seems simple or automatic,

but when we look at the big picture it

turns out to be the opposite. This is a

black hole for many companies.

Whether we like it or not, multi-channel

attribution has become an unavoidable

part of our digital marketing world.

 

 

As a logical consequence,

understanding the role of every single

piece of the mosaic and how it interacts

with the others is essential.

 

How much credit should

be given to each step?

 

This is a crucial discovery for maximizing

conversions.

 

 

What is multi-channel

attribution?

 

Multi-channel attribution allows you to

understand those touchpoints a single user

interacts with until their conversion

process.

 

In simple terms, we are talking about what

the customer goes through and that

eventually leads to a conversion.

 

 

Why is this important to

know?

 

Having a full understanding of the big

picture, allows you to fully define what

channels are not working as expected

and those that have been underestimated.

It is crucial for developing successful

marketing campaigns and consciously

planning where to invest your available

budget.

 

Unfortunately, increasingly larger data sets

are making attribution more difficult.

Tracking with great accuracy all your touch

points related details across an entire

customer journey requires the use of

powerful attribution tools to simplify the

process.

 

 

What is an attribution

tool?

 

Attribution tools help you determine the

outcome of your digital campaigns and

channels. They place themselves as the

middleman between your marketing

platforms and your website. The ultimate

purpose of these tools is to effectively

determine which acquisition sources are

driving conversions and provide you with

all the details about your customer journey.

 

Speaking of multi-channel attribution,

adopting this model doesn’t happen

overnight. It’s a measurement method that

involves the entire company.

 

 

 

How to simplify your

multi-channel attribution

strategy

 

At this point, it makes sense to assess how

this complexity can be overcome and make

sure you finally pick the best tool to fully

support your marketing strategy. When

choosing the attribution tool you want to

work with you should consider not only

your business goals, but also two main

factors of the tool itself:

 

How many native integrations the tool has:

Talking about native integrations, it

appears logical that as your business

grows you may need to use more

integrations. This side is relevant

while selecting a specific tool and

considering its wide range of integrations.

 

Cost and ease of implementation:

These are two criteria with a high level of

correlation. The tool may require

implementation support from development

teams. In an alternative, the tool may be

easier to install and so more appropriate

for the company’s’ need.

 

There are many platforms you can use for

multi-channel attribution, each with

different features.

 

Looking for a platform which gives you the

most comprehensive analysis can be a bit

overwhelming, which is why it is

recommended to also search for data

integration solutions tailored around your

company’s needs. By exploring alternative

platforms, you may find solutions that

provide full support to your marketing

strategy by allowing you to perform a

much deeper and detailed analysis of your

data.

 

Besides, the main purpose of these tools is

to simplify your work by gathering all your

data from different sources in one place to

process it and present it to you with a

unified view.

 

 

What do my investments actually bring back?

 

It sounds like one of the most frequent questions we have when we think about our Marketing Strategy. Answering that question may seems

simple or automatic, but when we look at the big picture it turns out to be the opposite. This is a black hole for many companies.

 

Whether we like it or not, multi-channel attribution has become an unavoidable part of our digital marketing world. As a logical consequence,

understanding the role of every single piece of the mosaic and how it interacts with the others is essential.

 

 

How much credit should be given to each step?

 

This is a crucial discovery for maximizing conversions.

 

 

 

What is multi-channel attribution?

 

Multi-channel attribution allows you to understand those touchpoints a single user interacts with until their conversion process.

In simple terms, we are talking about what the customer goes through and that eventually leads to a conversion.

 

 

Why is this important to know?

 

Having a full understanding of the big picture, allows you to fully define what channels are not working as expected and those that have been

underestimated. It is crucial for developing successful marketing campaigns and consciously planning where to invest your available budget.

 

Unfortunately, increasingly larger data sets are making attribution more difficult. Tracking with great accuracy all your touch points related

details across an entire customer journey requires the use of powerful attribution tools to simplify the process.

 

 

 

What is an attribution tool?

 

Attribution tools help you determine the outcome of your digital campaigns and channels. They place themselves as the middleman between

your marketing platforms and your website. The ultimate purpose of these tools is to effectively determine which acquisition sources are

driving conversions and provide you with all the details about your customer journey.

 

Speaking of multi-channel attribution, adopting this model doesn’t happen overnight. It’s a measurement method that involves the entire

company.

 

 

 

How to simplify your multi-channel attribution strategy

 

At this point, it makes sense to assess how this complexity can be overcome and make sure you finally pick the best tool to fully support your

marketing strategy. When choosing the attribution tool you want to work with you should consider not only your business goals, but also two

main factors of the tool itself:

 

How many native integrations the tool has:

Talking about native integrations, it appears logical that as your business grows you may need to use more integrations. This side is relevant

while selecting a specific tool and considering its wide range of integrations.

 

Cost and ease of implementation:

These are two criteria with a high level of correlation. The tool may require implementation support from development teams. In an alternative,

the tool may be easier to install and so more appropriate for the company’s’ need.

 

There are many platforms you can use for multi-channel attribution, each with different features.

 

Looking for a platform which gives you the most comprehensive analysis can be a bit overwhelming, which is why it is recommended to also

search for data integration solutions tailored around your company’s needs. By exploring alternative platforms, you may find solutions that

provide full support to your marketing strategy by allowing you to perform a much deeper and detailed analysis of your data.

 

Besides, the main purpose of these tools is to simplify your work by gathering all your data from different sources in one place to process it

and present it to you with a unified view.