Let’s talk a little bit about cross-channel attribution.
Now, I don’t want to hurt your feelings, but I’ll be honest: you’ve probably been measuring your marketing mix wrong all this time.
As Bob Dylan once said, “The times they are a-changin’” – and he couldn’t have been more spot-on. Well… he probably wasn’t referring to the evolving digital marketing landscape – but the times are changing quickly when it comes to the customer journey and marketing channels. And as marketers, we need to rethink the way we measure attribution and marketing success.
The Challenge of Marketing Attribution
Believe me, I understand the headache of attribution models. Fully tracking how your marketing touchpoints contribute to your business in a meaningful way has been a pain-point for some time. Let’s face it: we all work hard, and we like to see real results. But more and more often, we struggle to connect the dots between our campaigns and the metrics that matter most to our long-term goals.
According to a survey conducted by eMarketer, insights-focused marketers will spend nearly 58% of their time trying to understand cross-channel measurement and attribution this year, and over 80% of senior-level marketing professionals are interested in learning more about multi-channel attribution. Clearly, the issue is front-of-mind, and with the rapid increase of channels, devices, and means of communication available to customers, measuring attribution is not only challenging – it is becoming increasingly important. Consumers are in the driver’s seat, and it’s our job as marketers to deliver the correct message, in the correct context, at the correct time.
The attribution solution: B2C CRM
The Zaius B2C CRM helps you simplify and automate your attribution process. Through easy and direct integrations, Zaius connects all your customer interactions into one system of record. By ingesting cross-channel marketing data like web, email, mobile, point of sale, etc. you’re empowered to understand key actions and patterns.
With this simplified view of the customer journeys, you can understand how your campaigns – from online and offline channels – are directly impacting the business metrics that matter. Once you know what’s working and what’s not, you’re able to automate strategic, targeted, and real-time campaigns to your customers that will help you confidently drive your business forward and increase customer revenue by nearly 20%. Find out more!
We recently published a free guide for marketers – all in an effort to help you better understand how you can effectively measure cross-channel attribution the right way. In this guide, we walk through a new way to think about measurement. Rather than relying solely on metrics like clicks, opens, and visits, we’ll show you how to focus on the metrics that matter most – things like repeat purchases, average order size, and customer lifetime revenue. Be the hero of your marketing team and download the guide today!