Adding performance attribution to your marketing strategy means keeping an eye out for the most successful marketing channels, investing wisely, and adopting an outcome-oriented approach.
Performance marketing is a process which allows marketers to pay only for the media which leads to measurable outcomes. These can include clicks to a landing page, the redemption of coupons, and completed purchases. This is where attribution analysis comes in – attribution analysis tells you exactly which channels are performing at their optimum and to direct investments accordingly. Performance and attribution generally go hand-in-hand.
How Does Attribution Analysis Work?
Modern businesses regularly use different forms of marketing promotions to reach their audience: email campaigns, paid search, social media, offline platforms, etc. Without performance attribution, ...
Adding performance attribution to your marketing strategy means keeping an eye out for the most successful marketing channels, investing wisely, and adopting an outcome-oriented approach.
Performance marketing is a process which allows marketers to pay only for the media which leads to measurable outcomes. These can include clicks to a landing page, the redemption of coupons, and completed purchases. This is where attribution analysis comes in – attribution analysis tells you exactly which channels are performing at their optimum and to direct investments accordingly. Performance and attribution generally go hand-in-hand.
How Does Attribution Analysis Work?
Modern businesses regularly use different forms of marketing promotions to reach their audience: email campaigns, paid search, social media, offline platforms, etc. Without performance attribution, it is difficult to know which efforts return results, and the ideal sequence of touchpoints followed by customers. To provide marketers with visibility into the factors behind conversion and sales, attribution analysis models and performance attribution can be applied.
Earlier, attribution analysis followed rudimentary techniques such as the “last click” approach. For example, customers coming from Facebook Ads would be attributed to only Facebook advertising, regardless of other online assets they might have explored when researching your brand. But this does not present the whole picture. Multi-touch performance attribution where all the touchpoints on the customer’s online journey are given their requisite weightage is a more effective method.
Getting Started with Performance and Attribution
Performance marketing and accurate performance attribution offer marketers the complete range of data required to run intelligent campaigns. Digital real estate is used more effectively, with no cost leakage, as efforts are driven by measurable outcomes. But first, marketers must define the goals and outcomes they want to reach and map campaign success accordingly. Here are three Digital Marketing Performance Benchmarks Entrepreneurs Should Hit in 2019 to get you started. For a beginner’s guide on implementing attribution analysis, read our guide to Running Marketing Campaigns with Attribution and Accountability.
Scroll down for the latest insights, research, and news updates on performance and attribution.
Matt Hertig CEO, Alight Analytics
Articles Intermediate 4 mins read
Ken Fitzpatrick CEO, Digital Marketing Institute
Articles Intermediate 3 mins read
Natalie Stezovsky Vice President, Influence & Co.
Articles Intermediate 3 mins read
Benoit Grouchko CEO & Co-founder, Teemo
Articles Intermediate 3 mins read
Linh Ho Co-founder & CMO, ConDati
Articles Intermediate 4 mins read
Neha Pradhan Editor Interviews, Ziff Davis B2B
Interviews Basic 5 mins read
Businesses are busy growing right now, and they’re more optimistic than they’ve been in the past 35 years, according to the National Federation of Independent Business (NFIB).
Anshu Khurana SVP & Head of Partnerships, Partnerize
It often seems that companies are either thrilled with their agency’s partner management, or deeply unsatisfied. So what is it that separates the great from the — ungreat? Partnerize's Anshu Khurana explains.
Podcast Aug 20, 2019
Robert Glazer of Acceleration Partners Talks performance marketing as seen through the lens of partner marketing as a methodology. We also look at common partner marketing mistakes and ways to optimize ROI from the methodology. Highlights: It's not the what, it’s the how Robert helps us understand partner partnerships not as a channel, but ...
Chiradeep BasuMallick Contributor, Ziff Davis B2B
Marketing attribution helps marketers identify the right channels to reach and engage customers and understand what’s leading to drop-offs. Learn how to use Google Analytics and Facebook Attribution to improve ROI.
Vandita Grover Contributor, Ziff Davis B2B
Performance marketing is a myriad of advertising activities that are paid for based on the campaign’s performance. Here are five skills of a performance marketing manager.
Vandita Grover Contributor, Ziff Davis B2B
Performance marketing is the key to extracting maximum ROI. Here are four effective types of performance marketing to better channelize your spend.
Prajwal Barthur Product Head, Device Monetization & Attribution, InMobi
Your consumers use multiple devices. Your marketing attribution needs to keep up. With cross-device attribution, you can increase transparency and viewability, thus gaining a far more reliable view on when and which of your consumers are influencing key KPIs, writes Prajwal Barthur, Product Head, Device Monetization & Attribution at InMobi.
Anne Curtin Sr. Director of Marketing, Nielsen
How multi-touch attribution is a tool that provides a host of benefits to marketers, says, Anne Curtin is the Senior Director of Marketing for Nielsen.
Heather Hurst
