Mapping the Customer Journey: 4 Best Practices for Measuring Attribution
Multitouch attribution is on every digital marketer's lips these days, and for good reason. With deeper insight into how specific tactics impact the performance of their digital spend, practitioners can make smarter, and ultimately more profitable, decisions about how to allocate budgets and how to design campaigns.
However, accurately attributing the influence of key touchpoints on the winding road to a conversion is no easy feat. This is especially so as more and more campaigns run across multiple channels, ranging from desktop display and mobile, to email, search, social, e-commerce, online video and more. Here are four of the most essential practices marketers should follow when measuring attribution:
1. Take It Step by Step
Attribution modeling can help advertisers better understand how various marketing investments contribute to conversions; and which strategies, or combination of strategies, are the most effective. However, with billions of data points to track, it's easy to become overwhelmed by the volume. It helps to approach data analysis "step by step." This means prioritizing a few of the most important metrics first and then layering on more complex analysis once a good, well-working model is up and running. For example, if average order value is a factor in determining commissions, focus first on understanding this key metric before moving on to other KPIs.
2. Get Out of the Data "Silos" Trap
All too often, advertisers tend to analyze their marketing channels in isolation—keeping mobile data separate from display, display separate from email, and so on. However, this doesn't reflect how consumers interact with marketing messages on their paths to conversions. A display campaign may initiate interest in a product, while an email offer closes the deal. Both are equally important. A single, integrated view of data from multiple marketing channels is needed to accurately attribute the impact of each touchpoint on the customer journey. Advertisers may find that the channel initiating a conversion cycle is not getting proper credit, or perhaps that another channel isn't having any influence on conversion cycles at all. These cross-channel nuances are impossible to measure when data is locked in silos.