Post by account_disabled on Dec 3, 2023 3:38:12 GMT -6
January 31, 2018 Flipboard Reddit Pinterest WhatsApp E-mail In just a few years, Big Data and the multiplication of points of contact have made multichannel marketing strategies essential. However, due to its deployment in several locations, an omnichannel strategy necessarily calls for new ways to measure its return on investment (ROI). Analytics constitutes a valuable ally in this regard.
Combined with marketing attribution, it makes it possible to study the performance specific to each stage of the conversion journey and highlights the “ anchor points ” which mark the customer journey up to the act Country Email List of purchase. A column by Florian Douetteau , CEO of Dataiku Identify the most efficient channels to invest better For several years, marketing and new technologies have gone hand in hand, thanks to the impressive volume of data recorded every day via tracking tools and coming from ever more numerous platforms.
However, it remains complex to measure the return on investment of each action. Throughout their purchasing journey, an Internet user goes through various points of interaction. Conversion can thus be the result of a long process: the Internet user clicks on an advertisement linked to their interests and appears on the page of a social network, lands on a merchant site, goes through a price comparison site, and finally decide to take action by clicking on a retargeting banner.
Companies therefore need a method that attributes each effect produced by the marketing strategy to the lever that caused it. This method is marketing attribution , which allows you to control your omnichannel strategy. Marketing attribution is an automated operation that involves using analytics to understand the effectiveness of each lever at each stage of the purchasing process. It then remains to distribute investments in the most efficient channels to improve the customer journey.
Combined with marketing attribution, it makes it possible to study the performance specific to each stage of the conversion journey and highlights the “ anchor points ” which mark the customer journey up to the act Country Email List of purchase. A column by Florian Douetteau , CEO of Dataiku Identify the most efficient channels to invest better For several years, marketing and new technologies have gone hand in hand, thanks to the impressive volume of data recorded every day via tracking tools and coming from ever more numerous platforms.
However, it remains complex to measure the return on investment of each action. Throughout their purchasing journey, an Internet user goes through various points of interaction. Conversion can thus be the result of a long process: the Internet user clicks on an advertisement linked to their interests and appears on the page of a social network, lands on a merchant site, goes through a price comparison site, and finally decide to take action by clicking on a retargeting banner.
Companies therefore need a method that attributes each effect produced by the marketing strategy to the lever that caused it. This method is marketing attribution , which allows you to control your omnichannel strategy. Marketing attribution is an automated operation that involves using analytics to understand the effectiveness of each lever at each stage of the purchasing process. It then remains to distribute investments in the most efficient channels to improve the customer journey.