The Essential Guide To Digital Marketing Attribution

Want to know what digital marketing attribution is and how it can help your business achieve success? This guide has everything you need to know!

Are you a business owner trying to make sense of how your digital marketing efforts are making an impact?  Deciphering what digital marketing activities work and which ones don’t can be overwhelming.  As a result, businesses are turning to digital marketing attribution as a way to maximize their marketing efforts.  It’s essential to understand the value of each channel, so you know where to invest your resources in order to get the greatest return on investment (ROI).  That’s why we created this comprehensive guide to digital marketing attribution.  It includes everything you need to know.  For example, understanding its purpose to implementing strategies that can provide valuable data.  Discover which techniques work best for your company today.

What is Digital Marketing Attribution and How Does it Work

Digital marketing attribution is an important tool for digital marketing professionals.  It is a process that tracks consumer behavior.  Furthermore, it determines which digital channels, websites, interactions, and content helped to influence a user’s purchasing decision.  There are several purposes for digital marketing attribution.  For example, it shows ROI for digital campaigns, improves analysis of website visitor behaviors, optimizes ad performance, and hones digital strategies.  This type of attribution examines how consumers interact with elements like websites, apps, search engines, social media videos, and more.  Therefore, helping to decide where budgets should be allocated.

Digital marketers can use a variety of methods to assess source contribution in digital marketing attribution.  For instance, single-source tracking to highly sophisticated multi-channel models.  Generally speaking, they track user clicks by measuring the movements a consumer takes on each channel before they convert.  This is known as the customer journey.  With improved attribution processes in place, digital teams have the ability to acknowledge their successes confidently.  And, deliver more successful campaigns.

The Benefits of Utilizing Digital Marketing Attribution for Business Success

There are numerous benefits to utilizing digital marketing attribution for business success.  Here are 5 key benefits that are incredibly valuable tools for businesses.

Increased efficiency

Digital marketing attribution increases efficiency by helping businesses identify optimal strategies that are critical for their growth.  It allows companies to accurately measure the effectiveness of their digital campaigns.  Therefore, allowing them to redirect funds away from non-performing channels and toward those with the most potential.  Furthermore, it enables businesses to gather sophisticated data about consumer behavior, return on investment (ROI), conversions and total lifetime value (LTV).  All crucial indicators of a digital marketing strategy’s success.  This isn’t just a tool for measuring success, it also provides valuable insights companies can use when devising strategies for future projects.

insights into customer behavior

Digital marketing attribution is a great tool for businesses aimed at gaining insights into customer behavior.  Businesses are able to track the performance of different digital channels and analyze the data.  Therefore, allowing them to better understand why customers chose to engage with their brand.  For example, businesses might use attribution to measure each digital channel’s effectiveness in converting leads into paying customers.  By tracking where campaigns perform best (or worst), businesses can allocate their marketing resources, and optimize the digital campaigns.

Improved ROI measurement

For a business, maximizing the return on investment (ROI) and cutting down advertising costs is always important.  However, businesses can get an insight into how their digital channels are performing towards their desired outcomes with attribution.  For instance, campaigns on social media, display advertisements, and paid search efforts.  This process helps businesses understand which digital channels work best for them.  Therefore, helping them make informed decisions when allocating marketing budgets.  As an example, a business may discover that its Facebook campaign has a higher success rate compared to its Instagram campaigns.  So, they may consider shifting more of its budget from Instagram to Facebook for a better ROI.

Enhanced budget planning capabilities

Digital marketing attribution has changed the way businesses plan and allocate their budget spend. By attributing digital performance to certain factors, marketers can determine which digital channels are most effective in pushing website visitors further down the buying funnel. This process is more advanced than a traditional “last touch” approach, since insights can be gained about how each digital channel is helping to drive conversions. Therefore, leading to budget optimization.  For example, if data is indicating that organic search channels are preforming better, marketers may choose to increase budget for this channel.  As a result, reallocating it from other digital channels which may not be delivering desired outcomes.

Greater customer satisfaction

Businesses can optimize their digital marketing campaigns with more relevant content, targeting techniques, and promotional offers that match the customer’s needs with attribution.  By doing this, businesses will have an improved understanding of what works for their customers.  As a result, customers will appreciate the tailored content designed for them.  Furthermore, attribution offers improved insights into customer preferences so that companies can make decisions based on real-time data analysis.

Driving Customer Acquisition and Retention

Digital marketing attribution is a key metric for businesses looking to acquire and retain customers. By understanding the role it plays in customer acquisition and retention, businesses can optimize their marketing strategies to better meet their goals.  There are a number of factors that contribute to this.  For example, the type of content, the timing of the campaign, and the channels used to reach the customer. By taking these factors into account, businesses can create a more targeted and effective digital marketing strategy.

8 Tips for Optimizing Your Digital Marketing Strategies with Attribution Data

Attribution data can help you optimize your digital marketing strategies by identifying which channels and activities are most effective in driving results.  Here are eight tips for optimizing accordingly to help you get the most out of the data:

1. Use multiple attribution models

Multi attribution models offers a holistic view of customer behavior by taking into consideration of all the user’s interactions with the brand across different platforms.  Therefore, instead of attributing all sales to just one referral source, multiple models will allow you to attribute customer journeys across different channels.  For example, you may see that users find your website through Google search ads or Twitter campaigns before finally clicking on an organic link from Facebook to complete their purchase.  Something single attribution would not be able to provide.

2. Compare attribution data

Comparing attribution data from different time periods is an invaluable tool for gauging customer behavior. This is true for any business utilizing digital marketing to develop attribution models.  For example, last-click attribution or linear attribution.  Aside from developing a holistic view of what’s working and what isn’t, comparison of data across varying time frames can give an understanding of how impactful campaigns are over long-term periods.

In essence, by tracking the data of customers transitioning between stages multiple times over different months or quarters and across diverse channels, one can identify trends and changes in customer behavior.  For example, if you see fewer clicks to your content in one month compared to the same time frame the prior year, there could be a trend showing customers are less interested in engaging with that particular content.  Therefore, allowing you to make swift adjustments to better cater to your target audience.

3. Analyze conversions

Analyzing conversions by channel, device, and geographic location is an important technique for determining a successful marketing strategy.  By tracking customer attribution data over time, it’s possible to identify which channels are producing conversions.  In addition, it can map how targeted customers are responding to advertising efforts.  This can provide beneficial insight into areas of improvement while allowing marketers to capitalize on effective tactics as well.  For example, if a conversion rate is highest in specific geographic locations, then a company could analyze why that’s the case.  And, use that knowledge to create more powerful strategies going forward.  Additionally, a company may realize cost savings by ceasing campaigns that are not showing any impact on conversions.

4. Break down conversion paths

By using attribution data, you can break down long conversion paths into individual steps.  Therefore, allowing companies to figure out which activities have the largest impact at each stage of the journey.  Also, you can shape and optimize strategies to better reach customers, enhance their experience and drive more conversions.  More specifically, the data will help you identify which ad sources are bringing in the most visitors to ascertain which campaigns are working best for your business.

5. Match campaigns and keywords to specific values or goals

Matching attribution data to specific values or goals allows businesses to uncover insights into how their marketing initiatives impact their bottom line.  Therefore, marketers can identify which campaigns and keywords lead to conversions.  In addition, which ones should be maintained or deactivated, and where new opportunities to grow their audience are located.  This helps marketers gain insights in order to draw conclusions about the success rate of their marketing strategies.

6. Use A/B testing

Digital marketing attribution data can be incredibly helpful in A/B testing.  This technique used to compare the performance of two digital marketing tactics.  Therefore, painting a comprehensive picture of how each tactic is performing.  And, allowing for an easier comparison of their effectiveness.  For instance, the data can be used to determine the difference between older and younger audiences’ responses to different pieces of content. By collecting attribution data from both age groups and comparing it with the A/B test results, it becomes clear to see which tactic produces the most desirable outcomes.

7. Create custom reports and dashboards

With attribution, companies are able to create custom reports and dashboards that track metrics relevant to them. For example, website visits, customer acquisition costs, ad views, etc. Some of the software available to help with attribution includes Google Analytics, Adobe Analytics and Conversion Ruler. All these platforms provide robust tools for creating custom reports based on the data, and have become essential tools in modern marketing endeavors.

8. Work with a digital marketing attribution partner

Working with a digital marketing attribution partner is becoming popular as businesses strive to have access to advanced features and capabilities. This type of partner helps companies understand the impact of each stage of their marketing funnel.  For instance, acquisition to conversion.  An attribution partner will provide access to data-driven insights.  Therefore, allowing brands to optimize their campaigns, reveal trends and maximize ROI.  An example of a digital marketing attribution partner includes visualization platforms that bring all key performance indicators into one clear interface.

Companies that Leveraged Digital Marketing Attribution to Improve ROI

Leveraging digital marketing attribution can be a powerful tool for companies who want to increase the return on their digital marketing investments.  Examples of companies that have successfully done this include tech giant Microsoft, car manufacturer Audi and cosmetic company Sephora.  Firstly, Microsoft has adopted a data-driven attribution model that factors in individual user behavior when making decisions about where to allocate marketing funds.  As a result, they have experienced an 80% cost reduction in their digital campaigns.  Secondly, Audi employed a multi-touch model to keep track of customer interactions throughout the entire sales cycle in order to measure performance.  As a result, they reached 3 times higher ROI for digital campaigns compared with traditional methods.

Lastly, Sephora adopted an algorithmic approach through channel optimization and improving overall program performance.  This led to a 15% improvement in the efficiency of their digital ad spend metrics.  In sum, companies can use digital marketing attribution models like those used by Microsoft, Audi and Sephora to leverage data insights.

Best Practices for Getting Started

One of the most important best practices to consider when getting started with digital marketing attribution is understanding user journey. This can include the digital channels, campaigns, and content that the user has interacted with prior to taking a desired action.  Additionally, best practices include creating rules on how digital platforms are attributed within your ecosystem.  For example, using optimization metrics to dynamically adjust digital channel onboarding and reporting.  Also, implementing multi-touch models to ensure measured results are accurate.

Examples of best practices include using Marketing Mix Modeling (MMM) in combination with a User Journey Analysis (UJA).  In addition, creating custom digital channel goals and automatically updating web analytics tags for streamlined insights.  Finally, leveraging machine learning and AI-driven solutions to fill in any gaps within campaign data.

Key Takeaways

Digital marketing attribution is an important tool that helps marketers understand which channels and campaigns are most successful in driving customer acquisition.  As a result, enabling them to optimize their strategies for maximum ROI. In addition, it provides valuable insights into customer behavior.  Therefore, allowing companies to tailor their customer experience for optimal results.  If you need assistance in choosing the best attribution model for your business, our team of experts can help. Contact us to get started.



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