We help our clients optimise their digital strategy by using a Digital Marketing Attribution Model to accurately analyse marketing efforts as part of our Digital Marketing & Advertising services.
Attribution modelling in digital marketing is the science of determining exactly which parts of your advertising campaign are driving sales. By allocating monetary value to each of the consumer touch points, brands can understand what advertising channel, content or other elements are favourable for generating a good ROI. For example, by understanding that it was your digital Facebook ad shown on mobile as well as your website’s hero image call-to-action that drove the most conversions, you can confidently align more budget and attention to these high-performing channels.
Other digital agencies may use popular models including the ‘Last Interaction Model’, which gives 100% credit to the final touch point preceding a conversion. In contrast, ‘First Interaction Model’ assigns full attribution to the consumer’s initial touch point. At AndMine, we believe in tailoring the marketing attribution model to our client’s business and strategy to reap the most useful analytics results. We use big data to compute volumes of multi-channel aggregated analytics that translate your consumer behaviour into digestible information through the AndMine dashboard.
Using the bespoke AndMine dashboard, we draw insights that can be leveraged to directly influence and optimise our clients’ advertising strategy. As part of our service, we provide visibility of the dashboard to our clients so that you can see exactly why and how we are making positive alterations to your campaigns in real time.
In today’s complex digital landscape of multi-channel marketing, knowing where to amplify and where to cull can have dramatic effects on the success of your campaign. By realigning focus and spend to enhance the most beneficial areas of your campaign, your brand will feel the impact in an improved cost per acquisition (CPA), conversion rate (CRO) and return on investment (ROI).
Once you have understood how to accurately credit the various touch points within your marketing strategy that influence consumer decision-making, you can begin to truly tap into digital’s potential. By appreciating your consumers’ behaviour, you can revolutionise the way you advertise. Work with us to make sure you are using the scientifically proven way to chase the best possible ROI.
Want to know more about understanding how to use attribution modelling in your digital marketing and advertising? Get in touch.