Getting Started with Analytics Attribution
As much as we’d like to think that a conversion is a nice, neat and organized path from one point to another, the conversion process is often more like a twisting road map of tangents, intersections and loops that involve a whole host of customer touch-points. Analytics attribution can help you not only make sense of the path your customer took to get to you, but also help you optimize that path. Let’s take a closer look:
Analytics: Skimming the Surface
Google offers an excellent example of explaining why analytics alone are not enough. In this example, a hypothetical Mrs. Smith is in charge of marketing for a store that sells shoes both through a retail storefront as well as a website. Her goal is to sell more shoes to professional young women in the 18-24 age range.
Her first job is to figure out how this particular group finds the shoe company’s website and storefront. Do they hear about it on Facebook? Do they find it locally by searching on their phones? Do they click on a paid ad? And once they get to the site, what pages do they go to? Do the pages they visit differ seasonally (flip-flops in the summer versus boots in the winter)? Does the blog highlighting new shoe trends get much attention?
All of these are answers that she can easily find through her analytics platform. But analytics only skims the surface and answers questions about the people once they make a decision to interact with your ad and visit your site.
What about everyone else? There are people out there now shopping for shoes who have never heard of your site or your offers. How do you get them to notice you and encourage them to want to engage with you? How can you make your existing ads more effective to reach these people in the first place? And how do you know when and where they actually take the step to engage?
That’s where attribution comes in.
Attribution: Digging Deeper into Customer Engagement
Of course, the concept of attribution is enough to excite any serious marketer. There’s simply no better way to determine which avenues are truly giving you the best ROI, but, as you might imagine, the solution of attribution is pretty complex. It’s not enough just to have the data, but be able to act on it intelligently.
So before you jump in to attribution, ask yourself the following questions:
Can I See All the Touchpoints?
If you just have a few digital channels, like social media and paid ads, attribution will be much easier to set up and implement than if you are working across both brick and mortar and other channels like TV, radio, magazines and such.
Can My Staff Understand and Work With the Data Attribution Shows Them?
You may need to work with a third party firm that specializes in analytics and attribution in order to properly understand and act on the details you’re getting from multiple touch-points. Lots of information is going to …read more
Source:: Kiss Metrics Blog