Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

2 Steps to Advanced Attribution: Because They May Not Know What It Is, But Your Prospects Love It

February 6, 2013 By Paul Pellman
Get the Flash Player to see this rotator.
 
We all understand the imperative of serving the right ad, with the right message, at the right time to a brand's intended audience. It's one of the mantras of marketing today. Marketers themselves understand better than anyone the brands they represent and the audiences they need to reach. But marketers can work more efficiently and effectively with insights gained from advanced attribution about the right time to reach that audience, and even about what the right message looks like.

No one wants to waste time and money bombarding the wrong audience with irrelevant ads. But there are also risks in doing the wrong things with the right audience. For example, remarketing can be extremely effective when your prospects encounter it at the right time, or simply annoying when the timing is off. There's a fine line, but attribution done properly can reveal valuable knowledge about where that line might be. With that knowledge, you can plan more successful campaigns and improve your customers' perception of and experience with your brand.

1. Know When to Retarget
Because it's geared toward customers who have already shown interest in a brand, retargeting can be a potent part of a marketing campaign. But to work best, retargeting should happen neither too soon nor too late after the customer visits the brand's website. An analysis we conducted for one of our clients revealed that retargeting customers while they were still on the client's site actually had no impact on conversions, and retargeting them within four hours of visiting the site had a detrimental effect. Give your prospects some time: In this case, when website visitors were retargeted more than four hours after considering a purchase, conversion rates improved. And we saw optimal conversion rates between 16 and 24 hours, but no more than 24 hours after the client's customers were onsite.

The "right time" isn't some mystical thing—it's possible to pinpoint it through attribution done right. And doing it right means understanding the effect your campaign has on consumers who don't click on ads, as well as those who do. Retargeting is often measured by the increase in "clicks," but pulling back the covers on this performance indicator reveals a flawed method. If we strictly look at impact-to-clickthrough rates, a 100 percent increase could mean that 2 percent of the people who viewed the ad clicked on it, versus 1 percent before retargeting efforts. Advanced attribution allows us to look at the other 98 percent and understand why they didn't click at all.

 

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: