By: Cortland J. Fondon
Are you looking for a surefire way to increase your website’s ROI and more accurately track/asses your user’s behavior? If so, then it may be time to start utilizing marketing attribution. This way, you can ensure that your marketing money isn’t going to waste; instead, you can specifically hone in on what’s working in your marketing and put your funds towards that. Read on to learn the keys to success when it comes to developing attributions.
Tailoring to Mobile Users
These days, more users are accessing websites on their mobile devices than ever before. Tablets, smartphones, and the like are being used increasingly more than laptops and desktop computers in years prior. As such, it’s even more important than ever for businesses and marketers to have the software necessary to analyze users on mobile devices.
Specifically, programs that can track users across devices can really help website owners to hone in on their behavior and tailor accordingly.
Avoiding Single-Point Models
Whereas single-point attributions models may have proven successful in the past, this really isn’t the case anymore. Single-point attribution typically refers to tracking very specific actions of a website’s users, such as a user’s last click before leaving the page.
These days, with cross-channeling and media fragmentation becoming such a major part of the user experience, developing attributions requires more than looking at a narrow set of user data and/or characteristics.
Striving for Cross-Channel Attribution
To elaborate on the above point, it’s also work pointing out that these days, it’s all about direct response marketing when developing attributions. Unfortunately, many of today’s website owners still follow the outdated tendency to separate attributions into two categories: either offline or online.
In reality, however, marketing doesn’t exist in just one camp or the other. Instead, offline marketing can easily be supplemented or impacted by online marketing, and vice versa. Therefore, instead of looking at the two camps as being completely separate form one another, it’s important to look at them together. This is the only way attributions can be accurately developed and used to better a website or business marketing plan.
Making Room in the Budget
One fatal mistake that some companies make is that of not affording enough room in the budget to fund the development of market attributions. This is especially common among larger companies, where funding for programmatic advertising and automated advertising can easily be undermined by politics.
This is where it becomes important for website owners and marketing professionals to be prepared to make the case for the value of developing attributions. Since very few people outside of the marketing world really understand marketing attributions, it’s important to explain them in a way that’s straight forward and relatable.
Finally, when developing attributions, it can be tempting to rely on findings from other marketers who have already done the work of tracking user data. However, it’s important to realize that no two situations are exactly alike–even when they’re occurring in the same industry. What works for one company in terms of marketing attribution may not work for another.
This is why it becomes so important to recognize one’s specific situation and know what to look for in all of those analytics. It’ll require a lot of hard work, sure. But it’ll also pay off in the end when an efficient and successful marketing plan is developed.
There’s a lot to learn about developing attributions, but this is an important and valuable skill for any marketing professional to have. Fortunately, today’s analytics software makes the process of developing attributions easier than it’s ever been before.