Are your marketing campaigns working?
You put a lot of effort into your marketing campaigns...but are you measuring how they perform? Meet Alyx Gatti, our product marketing manager, who outlines the key metrics for measuring attribution. You deserve to get credit where credit is due!
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Read the full transcript:
Hey, there! My name is Alyx, and I'm a senior product marketing manager here at AdRoll.
In today's world, people are shopping in more ways than ever before, switching between different devices, channels, and platforms. For example, did you know it takes an average of 56 touchpoints for a customer to buy? In this interconnected yet very fragmented world, it's getting harder and harder for marketers to understand what's working and what's not.
So how do you figure out what's working? Many marketers look at metrics such as cost per acquisition or clicks. But this is only a small piece of the puzzle. Take a step back and look at your customer journey as a whole. What channels are driving your website visits? What types of ads do your customers respond to? From there, you can figure out not only what's impacting your sales, but what brings your customers back for more. Marketers refer to this measurement strategy as attribution.
Attribution assigns credit to the various touchpoints influencing your customers' decision to purchase and helps you determine which channels have the greatest impact so you can figure out what's working, what's not, and then adjust your campaign strategies and budgets accordingly.
With attribution, the criteria goes far beyond where your customers click. You need to look at impressions or where your ad was shown or how much money you spent on each of your online marketing channels. You should also consider how long it takes your customers to purchase to better understand which online channels are working most effectively together.
Although this may seem complicated, AdRoll's intuitive dashboard allows you to compare different attribution models so you can figure out the best one that fits your unique business needs. You can uncover insights, like which marketing channels, campaigns strategies are working most effectively together to drive sales.
Sign up for an account today so you can truly answer the question--are my marketing campaigns working?