Google Premium, which has been presented to the industry over the last month is the latest system to profess to offer reporting on marketing attribution in some guise – some are better than others, but most all fall into the trap of being a tool for reporting rather than action.
Much of the gap between translating one into the other should obviously be filled by the client and their agencies, but that is only one part of the issue. Continue reading →
I will be speaking at ad:tech London on 21 September, presenting the full case study of how TUI Specialist Travel transformed its digital marketing strategy using full path-to-conversion reporting.
As discussion around marketing attribution begins to question its practical application and logistical viability, our seminar session aims to describe precisely how seeing the true and complete path that customers take to a sale is being acted upon by real clients. Continue reading →
At the dawn of the Web, tracking and data wasn’t regarded as powerful as it is today (anyone remember server log analysis, or the 30 page Webtrends reports?). Today, analysis is at the heart of a successful e-commerce strategy, although there has been a grave oversight which has only now been remedied.
As marketers run more and more advertising channels in driving users to the website, they’ve rightly relied on tracking to identify what worked and what didn’t. The problem is they have been looking at the wrong thing and basing media decisions from the wrong perspective.
The last-click model has been the demise of many marketing channels which perhaps played a valuable part in the brand discovery or product selection process of the consumer. Once the consumer has decided what they wanted to buy, they’d typically go directly to the site (via a branded search term) and convert in that visit. As the last click, that branded search term would have been credited with the sale and all the valuable media they consumed in getting to that decision was ignored and not credited. This leads to money being directed away from valuable media and fed into the direct channels and very much away from profitability.
With our clients now basing media decisions on attributed data (where the credit of the sale is shared between all campaigns in the path to conversion), very different media decisions are being made and happily they are reporting a great increase in overall performance of their activity. Check out our new Boden attribution case study to see this in action.
Why it’s taken so long for the industry to grasp this with both hands I don’t know, but now the tide has changed this is excellent for marketers for a number of reasons:It makes marketing much more fun as you can try out lots of smaller channels using attributed data to show their true value
It makes the Web better as publishers can be more focused on providing the excellent content to capture the user’s interest rather than keep trying to get them to click through to an advertiser and buy right away
It will continue the growth in the digital marketing industry as ROI get higher and higher (perhaps to the detriment of the other traditional media)
Oh, and it will get you a promotion and that healthy bonus as you will see far greater returns for your marketing than before!
Chatting with a TagMan client (who I can’t name) about the attribution data we provide them, I was really impressed with the approach they have taken in assessing the quality (and ROI) of campaigns and how they use this data in their media planning.
The digital currency of awarding credit is still on the last click that generated the sale, and this is what they use for awarding their affiliates and other CPA channels commission for the business they generate. However, they use the attribution analysis of the campaigns to work out if a CPA channel is producing a positive ROI – and therefore if they should continue to invest in it. Continue reading →
The number of different terms and jargon which are mentioned in meetings about tagging have got me round to writing an explanation of what they all mean. I hope marketers can use this as a tool to better equip themselves for these conversations in the future (and not have IT colleagues pull the wool over their eyes!) It might take a few goes of reading, and if it’s really stymied you, give me a call and I’ll help explain it all. Continue reading →
Many companies have commented that through their use of an advanced web analytics company like AT Internet, Omniture or RedEye they already have analysis of every campaign a user clicks on in their path to conversion, and as a result they struggle to see how TagMan can help them beyond that. Continue reading →
Clients often ask us the best way to track how users arrive at the website, and this has developed into a discussion inside TagMan to which we’d welcome the input from any.
There are two ways to track someone arriving from a campaign:
Via a redirect (bouncing the user from the publishing site via a tracking server before getting through to the advertiser’s site)
Via a container tag on the landing page (a TagMan one natch) which either piggy-backs a campaign parameter in the URL, or if there one isn’t already there, is written into the URL which the tracking tag on the landing page can pick up Continue reading →
I’d like to thank Dixons for their latest tube ads which should bring to light how important the consideration and selection of products are as well as the final purchase in the sales process. Continue reading →