Attribution. Real-time, Applied Marketing Attribution.
Short version of this post: You are not handling Attribution in real-time. You may ‘think’ you are – but you are not. Attribution models, tell you what to do – but you still need to do it. TagMan can help you.
Long version of this post
Stuck in the lounge at the airport with 2 hour delay is a perfect chance to ask write and ask YOU, the reader, to question the difference between ‘Attribution Modeling and Attribution Reporting’ (ie Passive vs Real-time). Please, do comment below with your thoughts.
First, some words. What is Multi Touch Attribution, Multi Channel Attribution, Marketing Attribution, Media Attribution (take a breath) Credit Attribution, Affiliate Attribution, Search Attribution… There is just so much buzz, so many articles, so many conferences, reports etc but lets be clear - there are only three groups of people reading this.
a) You are a company talking about doing it (eg – what should be done, what should you do and which channel, advert, partner specific campaign attribution should go to)
b) You are a company doing it right now. ( ‘Real Time Attribution or ‘Applied Attribution’ – making it happen, right now.)
c) You are a competitor(ish) reading our blog posts
Which are you? Talking (Passive) or doing (Applying)?
Hate to tell you (& you can tell the boss) – you are all most likely still in Group A even though you thought otherwise. You are talking, not doing.
Even if you have a great SaaS ‘Attribution Management’ vendor with charts that tell you great things. Even if you have advanced advertising analytics tag(s) that you have installed (at great labor) extensively on all of your pages – you are still looking at ‘what you should have done’ and ‘what should be done’. It’s all still passive – It’s not Real-Time reporting.
Those 200 different charts and models in that ‘platform’ who’s tags you have coded on all your pages (how long will you keep those attribution tags there btw?) – they are not helping you in Real-Time. That attribution provider that shows you all types of models and reports from the past year about various shares of profit, revenue, conversions etc… it’s still not happened. It is still just ‘passive models’. Sure – you know something about what is going on, but you are still looking at ‘what you should have done’. You need to ‘apply’ it now. Not wait 3 months.
If, like me, you work better on analogies. Let us look at it this way:
Picture yourself on a plane (unlike me, I’m stuck in the lounge still). You are currently passive.
You open up the inflight magazine and look at the map in the back of where that plane can fly in America and in the world. You know, that pretty, impressive map that shows every possible route across America. It’s just screaming out colors and ‘impressive routes’. (cant wait to see that on an ipad)
It would have taken many aviation experts months to chart those courses (and in many pretty colors, lines and graphics) and many graphic designers worked on making it look nice – but you and all your fellow passengers like me are still not actually at the destination yet. You are still passive on the Tarmac (most likely O’hare) waiting to take off from point a (where you are sitting passive) to get to b (your destination (applied)).
No matter how many times you look at that map or how many models of that journey (200 different routes in 200 different colors) you look at – you still need to ‘Apply in Real-Time’ a journey. The journey has not yet happened. You (or the pilot) still need to chose a route, with all the differing variables and make it happen. You need to ‘Dynamically Apply’ in ‘Real-Time’ the idea of getting from ‘a’ (where you are) to ‘b’ (where you want to be).
- So – are you:
Group a (talking about doing it) (looking at and drawing lots of routes in pretty colors but still on tarmac)
Group b (Doing it right now) (making that journey right now, in Real-Time) (EG, Dynamically Loading Tags and Reporting)
Having one, agnostic tag management solution – that connects all data, connects all partners and ‘serves all tags’ changes your multi-touch attribution results dramatically. The process of “Applied Attribution in Real-Time” assists your business get a competitive edge. Where many vendors simply provide a company with ‘visual attribution modeling’, because TagMan controls ‘what tags get served, when, why and to who’, it allows advertisers to ‘APPLY Attribution in Real-Time. This means you are saving marketing spend now – not 3 months later. (You get to where you want to be now and not sit on the Tarmac for 3 months). If you were to put that into a monetary perspective and you could make real-time savings and get access to an extra 15% of your budget now to spend elsewhere… not in 3 months time – you can see the competitive advantage. Our clients can (and do).
Ask your current multi-touch attribution or attribution model provider or even your current lite-tag container provider if they can do this. They may tell you that you can take your key models and ask your media teams to ‘apply them’, but that defeats the purpose – how long will it take to apply that model?
By managing ‘all tracking tags and vendors’ through one vendor agnostic platform, TagMan offer the built in ‘off the shelf’ ability to enable real time, dynamic attribution awarding and reporting across all marketing service providers including Natural Search and Direct to Site. We allow you to create custom real-time models to instantly remove payments claimed by partners, when you know the catalogue number should get that credit, not an affiliate. You want to de duplicate that affiliate TODAY, now, in real-time, using complex rules based on cookie window, model etc. We help to ensure that only the conversion pixel for the MOST RELEVANT partner gets loaded up. We ensure that you only report on what matters and only pay on what matters . Your internal reports match your vendor reports and gives you an instant ROI ‘now’, so you have that money to spend elsewhere ‘now’ to grow your business and sales – not in 3 months time when you may get round to it when you’ve finished drawing different pretty routes.
We would love you to ‘apply’ in ‘real-time’ for a demo of TagMan. Drop us an email to find out more. We are all happy to show you a quick demo and show you case-studies of where clients are saving money and truly on top of Applied Multi-Touch Attribution.