why your business should consider cross platform attribution
hannel attribution analysis can help in clearly identifying how a customer traverses through multiple channels and mediums and how you can have a better impact at each touch-point for increased engagement and customer wins.
Channel attribution collates and integrates data from all the channels so that businesses can identify what motivates their customers, how do they behave, what are their needs and expectations – at different touch-points and devices.
Cross-channel attribution is the key to understand these finer insights about your marketing strategies and understanding customers at a much deeper level. It also arms marketers with the data and numbers they need to forecast future events and helps them take informed marketing decisions.
In today’s marketplace, marketing mix modeling is coupled with other tools, such as artificial intelligence (AI) and machine learning (ML). This marketing strategy provides a larger view into what the future of an organization’s marketing efforts looks like.
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what is cross platform attribution?
“Cross platform attribution is the ability to attribute all events that result from a campaign back to the single campaign, whether or not they occurred on the web or in the app. This is very important to help a marketer gain insight into what’s working and what’s not working, otherwise they’re just guessing. Having events attributed inaccurately is never helpful.
Links have to work across different operating systems, linking standards, browsers, etc.
All these things put a lot more responsibility on the link itself, and aside from apps and operating systems, we’re not just talking about tracking across your standard Chrome or Safari mobile browsers either. For example, apps have their own in-app browsers now that marketers have to contend with, like the browser that displays when you click on a link on your mobile device in Twitter or Facebook.
The essence of cross-platform attribution is getting as close to our hypothetical bird’s-eye view as possible. With cross-platform attribution, you can track and analyze all the different touchpoints you maintain with your customers, across all the different platforms and channels they use to interact with your brand.
Once this data has been collected and organized, the marketing mix modeling system will use the past and historical data to predict or forecast future marketing and sales success.
All in all, website analytics help you in improving your website, as well as the online marketing associated with it.
avoid these common cross platform attribution mistakes
when you decide to implement cross platform attribution , here are few challenges we help you overcome.
Not Laying the Groundwork Sometimes, when marketers are getting started with attribution, they want to cut straight to the advanced stuff. “Give me some of that marketing attribution you have on the shelf over there, nothing else please. And I need it by next month.”
Thinking Google Analytics is the End-All, Be-All of Marketing Attribution - Just remember all this as you get more experienced with attribution. At some point, you might outgrow Google Analytics. (One exception: If you’re an eCommerce site that only uses the Google Ads network, you’re probably in a pretty good spot.)
Confusing Attribution Modeling with Media Mix Modeling - Technically, an attribution model isn’t what you want here. You need a media mix model, aka a marketing mix model. Attribution is about the paths to conversion. “This person (or this segment of our customer base) saw a search ad, opened an email and then made a purchase, so now we know to keep using search ads and email.”
Using Incomplete Data - If you don’t account for all the relevant data in your reporting, you might come to the wrong conclusions and make the wrong optimizations.
What Must Cross-Channel Attribution Include?
A Comprehensive Approach If any activity “touches” a prospect and helps them become a customer then it needs to be included in your cross-channel attribution analysis.
Connecting Offline and Online Customers don’t see the world in terms of “online” and “offline” in the way that they once did. Your website is an extension of your brick-and-mortar location.
Connection is Not Enough, You Need Cohesion An in-store rep being able to tap into online interactions for context is a great example of the type of consistent experience that customers would like to see from brands.
Reach no cross-platform attribution partner can compete without mastering the ability to measure customers across all the different channels where they interact with your mobile brand.
Accuracy There’s no point to attribution if it’s not accurate! In fact, inaccurate attribution is worse than no attribution at all—you end up making wrong decisions with less hesitation.
top reasons why cross platform attribution is important to your business
In a multi-device, multi-channel world of billions of online and offline consumers, perfecting cross-device attribution will never be achieved – it can only be improved.
MMM results can be used further to perform deep dive analysis. Deep Dives can be used to assess the effectiveness of each campaign by understanding which campaigns or creatives work better than the other ones. It can be used to do a copy analysis of creatives by genre, language, channel etc.
our platform distinguishes between device attribution and user attribution and tracks them in parallel. As a marketer, you can see how many new devices your mobile campaign touched, while also tracking how many new users or customers your campaigns attracted.
we help you sync up users and devices in such a way that you can recognize customers or users and properly attribute conversions to ad spend and marketing activity, plus assign customers or users to cohorts, regardless of which device or platform they’re using at any given moment.
why we are the best people to do this for you ?
our team of professional marketers can help businesses understand why having and integrated media strategy is so important for sustainable business growth. Our data and technology methods help brands expand online by taking advantage of a wide range of marketing automation and data analytics solutions
If you’re too busy with your company to concentrate on all the factors that go into setting up, managing and optimising marketing campaigns, you should team up with us
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