Quais são as principais soluções de atribuição de marketing para acompanhar as jornadas do cliente em vários canais?

Before jumping into a Multi-touch Attribution Model, ask: What do we want to answer? Many MTAs fail because a lot of data is gathered but not leveraged due to a lack of understanding of what the organization aims to answer. For Multi-touch attribution to be successful, it involves buy-in by stakeholders such as Marketing, Sales, Analytics, and C-level executives. To get started, consider: - Using tracking links with set parameters of channels, medium, source, and campaign convention - Consider the weight scale of certain channels and touches (i.e., first, last, assist, etc.) - Establish a success (i.e. demo, open opportunity, contract, membership, etc) - Consider the time tracking of the first conversion to success for velocity

Adopting multi-touch attribution models offers a nuanced view of the customer journey, acknowledging its complexity beyond a linear path. These models distribute value across various touchpoints, revealing how different marketing channels contribute collectively to conversions. This comprehensive analysis informs strategic investment in marketing efforts, optimizing impact by focusing resources on the most effective channels. Implementing multi-touch attribution thus enables smarter, data-driven decisions that can significantly enhance the effectiveness of your advertising strategies.

Incrementality testing measures marketing's additional value via controlled groups, enhancing campaign effectiveness and ROI insights.

Incrementality testing is a robust method for assessing the added value of marketing actions. It compares the behavior of a group exposed to a specific marketing effort with a control group. By analyzing differences in performance, you can gauge the incremental impact of your marketing efforts accurately. This approach is especially effective for quantifying the efficacy of advertising channels and campaigns, providing insights into their genuine contribution to your marketing objectives.

Unified platforms streamline data integration for a holistic view, facilitating cross-channel analysis and enhanced campaign optimization.

During my professional journey, I've found unified platforms to be invaluable for tracking customer journeys across multiple channels. For example, in a previous role, we implemented a unified platform that integrated data from various sources such as social media, email campaigns, and website interactions. This allowed us to gain a comprehensive view of the customer journey, from initial awareness to conversion. With all data centralized, we could analyze cross-channel interactions more effectively and optimize our marketing strategies accordingly. The insights gleaned from the unified platform not only improved campaign performance but also enhanced our understanding of customer behavior across touchpoints.

Unified platforms streamline operations by consolidating data from multiple channels into a single system. This holistic view of the customer journey facilitates cross-channel analysis, enabling a deeper understanding of the cumulative impact of marketing efforts. With centralized data, trend identification, strategy refinement, and campaign optimization become more efficient, leading to improved performance across all channels.

My Personal Favourite- Predictive analytics leverage historical data to forecast future trends, optimising marketing strategies for enhanced ROI and customer insights.

Marketing attribution is complex and requires to review and refine often. I like tools that allow you to build dashboards in which you can easily change the attribution model view ( 1st touch, last touch, linear, W and custom). I personally prefer custom models because you can adapt it to your company specificities but sometimes you will ask to show 1st touch or last touch so having a tool that allows to easily see the different distribution by changing the model attribution in report using a filter is super usefull.

These are just a few examples of the top marketing attribution solutions available in the market. When selecting a solution, it's essential to consider factors such as your organisation's specific needs, budget, integration capabilities, and scalability to choose the right solution for your business.