How to handle multi touch marketing attribution model

1. How to handle multi touch marketing attribution model Should you do the last touch attribution first, or multi-touch? How do the multiple channels measure? How do you weigh your allotment? There are so many possibly overwhelming choices to make it. If you feel stressed by the complexity of the attribution to multi-channel marketing, you’re not alone. Marketers will spend nearly 58 percent of their time this year trying to understand cross-channel measurement and marketing attribution, according to eMarketer, and more than 80 percent of senior marketing professionals are interested in learning more about multi-channel attribution. There's a reason that so many marketers today focus on multi-channel marketing attribution: it's incredibly significant. More buyers than ever engage with your brand via email, social media, paid advertisements and push notifications. You can't really lump all the different channels together, and expect to fully understand them. So what is it you should be doing? Get a better handle for your own brand on multi-channel marketing attribution and you'll see huge improvements in how you define the true ROI of your marketing activities. You have to measure multiple channels With creative marketing campaigns on Instagram, Google, Facebook, traditional email marketing campaigns and more, every B2C marketer today is already investing in multiple channels, doing a million different things to drive revenue. It's obvious that when it comes to your ecommerce marketing you can't ignore one of these lucrative channels so how can you ignore it when it comes to analytics and attribution?

2. You can't really rely on simple vanity metrics such as clicks or openings — you have to tie everything you do directly to revenue when marketing. Marketing leaders in the past knew they had an influence on X amount of revenue, but it was much harder to pin down exactly what campaigns influenced sales and how revenue can be attributed to specific channels. Now, you have the tools to understand which campaigns work on which channel, so you can really optimize your marketing and continue to improve it. Centralize your marketing data The first step towards achieving the marketing attribution success of multi-channel marketing is to unify all your customer data in one place. You must understand your buyer's every action — from the moment they first visit your site anonymously, to the time they first share their email, to when they make their first, second , and third purchases. By using user resolution, you can better understand who are your buyers, and what they are most concerned about. You can understand your marketing down to the most granular level with this aggregate data in hand. In fact, you can do the math and say that Campaign X had a specific contribution to your bottom line based on first, last, or weighted attribution model. You will understand not only your acquisition costs, but also the ROI of your campaigns to drive customer loyalty over the long term. Analyze performance by channel and campaign Ok, all of that sounds great, but how do you actually use this valuable information? Now you can exactly analyze how much revenue each campaign and channel brings into your business. Campaigns by Channel You can see the "auto-tagged" campaign is the top performer for your buyers in terms of a final conversion. You can further drill the report down to understand what specific campaigns generate the

3. most revenue for specific segments or stages in the lifecycle. You can then run other reports, such as email marketing or search ads that directly tie your revenue to specific channels. You can see in the report below not only the overall open and click-through rates for an email campaign but also the actual ordered revenue that is directly linked to this particular campaign. Campaign Flow Now that you know which campaigns and channels drive the most income, you can also get data about the products that drive your brand's most revenue. Revenue by Category It is clear in this report that electronics is a top-performer, closely followed by clothing and accessories. All of these powerful reports are only possible if you unify your customer data and monitor your marketing interactions carefully at every stage of the purchaser's journey. Learn from your failures All this data is interesting but what are you doing with it? As a B2C marketer, I am certain the possibilities are immediately apparent. If you understand your best campaigns, your best channels and your top-selling products, you can quickly optimize an almost guaranteed high-performance campaign to engage your buyers. But even if your first optimized campaign doesn't work immediately, your ecommerce marketing attribution strategy may be constantly informed by these data. To get these exact reports on a weekly basis, you can automate your reporting-keeping an eye on your marketing constantly. You’re always going to have a pulse on which channels do the best, which campaigns work great, and you can even catch up with issues before they become problems for your team. There's so much you can do with a better understanding of the multi-channel marketing attribution. With these detailed reports of revenue allocation, you will be a sure star on your marketing team.