Marketing attribution is important. Like, really really important. Problem is - it can be really hard especially when you start considering all of the marketing that takes place outside of the digital spheres.
Questions like how much influence did my taxi cab advertisement have on a buying decision? Is the first touch more or less influential than the last marketing touch? And how do I get better at linking offline with online marketing?
All of these questions can be frustrating because it’s incredibly hard to track the multiple marketing influences a company has on any given individual.
One idea we’re looking at implementing in the coming weeks is focused on talking to new customers and asking them what marketing touchpoints they remember in the lead up to them choosing us.
We’re doing this for a couple of reasons. One is that we know when something received an email, or visited our website or engaged with us on social media. The digital place, while still complex, is much easier to track than offline activities. However we want to know what else comes to mind and maybe get some insight into what really influenced their buying decision.
It’s only a pilot at this stage but it’s an experiment in matching the offline marketing to the online digital and social media analytics. We’ll also be running some statistical testing on top of all this but asking the new customers what they remember and what influenced them may give us some insight to add to our other data.
It’s early on in the planning process but the more we can understand about marketing influence, the more we can design our reading materials and marketing activities to better suit our audience.