Marketing Attribution Is The Credit Or Value You Assign To A Given Marketing Touch Point
If you are like a lot of business owners, you have probably had the thought of, “I wish I could just see which marketing is working effectively.” Well now you can, because Renaissance Marketing is helping to change Advertising from a guessing game into a hard science. Marketing Attribution is the science of tracking sales and leads from the multitude of advertising channels and assigning credit to the proper sources. Assigning credit to the source marketing channels will clearly paint a picture of what marketing channels are working effectively and which are not. When you can assign credit, you can keep all your marketing channels accountable and properly budget accordingly.
Results You Can Measure
- ABC Plumbing of Richmond VA implements our marketing attribution technology
- After tracking for a few months, we see 600 leads tracked of phone calls, form fills, or emails
- We find 100 leads came from billboards (wow it does work!), 200 came from Google Adwords marketing, and 300 came from SEO and organic traffic… but 0 leads from Source X that shall not be named
- We assess ROI and we decide to do more paid search, billboard ads, and SEO. We also decide to end advertising with Source X because there was no ROI found
FAQ
I have a problem with Call Tracking Numbers (CTNs)
We do too… if you don’t own them. We will set you up with your own infrastructure to handle Marketing Attribution and no one can keep you hostage for phone numbers that customers continue using in the future.
How does using separate phone numbers affect my Local SEO?
Not as much as you would think. NAP Citations and consistency are important but minor changes will not penalize you so much that it would outweigh tracking your marketing like a science. Ever. Not even close.
How does the marketing attribution technology work?
Short answer is that the program has dynamic insertion of phone number, form fill, and email based on the source of the marketing channel. The long answer is in the secret sauce and we cannot divulge.
What are some objections you can’t overcome about the technology?
Cross device because each device is unique identifier and also clearing cookies cache. This is unsolvable as of now, but give me a call if you figured out the solution. You’re hired.
Marketing Attribution Service
We know what you’re probably thinking – “What if my customer went Source X in between first exposure and the lead? That would be valuable information still.”
We have you covered. If the lead is Kobe, then we’re keeping track of the assists from Fisher. Not a basketball fan? We’re so-so on it, too. Basically, part of marketing attribution is to keep track of the advertising channels that assisted in the lead or sale. So no channel should feel slighted.
If you’re an organization with advanced level marketing tactics, you probably have a CRM (Customer Relationship Manager) software system in place and you can even track each marketing channel back to the cash register. Which is even better.