From the first impression your brand makes to that glorious moment when a purchase is transacted, consumers typically journey down a path of critical advertising touch points. Determining which touch point contributes what to a sale is not exactly a cake walk. Nevertheless, attribution modeling gives brand marketers a pretty accurate idea. Attribution modeling clearly demonstrates that a sale or conversion is the result of many factors — not just the last ad that was clicked. In other words, brand marketers can get, as close to humanly possible, the whole story. By uncovering the complete sales saga, attribution modeling reveals just how much each marketing channel contributes to the all-important buy decision. Here’s how attribution modeling tells its tale.
Leads and Supporting Players. Every touch point is a player in the sales drama. Which ones are the leads and which are the supporting cast are questions that attribution modeling accurately answers. Brand marketers inevitably will discover that certain channels are great at pulling customers down the road to sales, while others are phenomenal closers.
Concentration Zones. Maybe your campaign is making a lukewarm impression. Not grounds for immediate dismissal, but still cause for concern. The only problem is, which part of the marketing machine is sputtering? Attribution modeling eliminates the guesswork, allowing marketers to pinpoint weak spots and concentrate their repair efforts on these trouble zones. By the same token, high-performing areas will be obvious. Brand marketers can then build on these strengths.
The Perfect Blend. Brimming with vital data supplied by attribution modeling, brand marketers can fine tune campaigns so that all advertising components are working together in a united, formidable front.
By pinpointing the contribution of each marketing touch point, attribution modeling clearly uncovers the whole truth about advertising campaigns. Brand marketers thereby have a golden opportunity to make necessary adjustments and get a crystal clear picture of ROI.
If you have any questions or comments about accurately identifying ROI through attribution modeling, or about any other brand building topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.