Gone are the days of running a linear TV ad and seeing sales roll in. Marketers now have access to a variety of paid and non-paid channels to reach their customers, and it can be difficult to know what is and isn't working. Multitouch attribution (MTA) is a measurement practice used to evaluate each marketing touchpoint's impact on conversions. It requires only a simple pixel placed on your website to begin gathering data. MTA is impartial and provides marketers with reliable insights to optimize their campaigns.
Marketing attribution ensures each step of your marketing strategy is informed by data and helps you allocate resources toward the most effective activities. It can also help you identify anomalies or trends in performance. With attribution, you can make informed decisions about your campaigns in real-time and create a more confident marketing strategy.
Attribution data can also reveal surprises. A furniture retailer discovered a certain TV show was driving conversions and was able to use the data to optimize their campaigns. Companies using attribution are improving ROAS, reducing the cost of acquiring customers, and improving lifetime value.
Jump on the Marketing Analytics Train or Be Left Behind
Don't worry ... it's FREE!
Marketers who work for B2B organizations with complete and high-quality data are more likely to be satisfied with their lead scoring and to believe they will meet their marketing goals, according to recent research from Anteriad.
Uncover five LinkedIn Ads metrics crucial for B2B lead gen success. Enhance your LinkedIn strategy and drive better campaign results and ROI. Learn more.
Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.
Key business metrics are there to tell you how well you're meeting customers' expectations and gaining conversions. One of the most important metrics to measure is customer lifetime value (CLV). See why it matters and how to calculate it.
In the current environment, the pressure is on all marketers to produce results. Here are three predictions for how the coming year's standout content marketing performers will use data to their advantage.
Laying the groundwork for first-party data success means understanding the variables that shape the journey and the key milestones along the way. And here they all are.