Without a multi-touch attribution system of record, your team is plagued with messy reports and spreadsheet sprawl, wasting time on non-value activities. This allows you to accurately allocate revenue and cost back to all your marketing touches and channels that contributed to a closed sale. To get an accurate and timely view of how buyers are interacting with your touchpoints, customer acquisition cost and lifetime value, you need to integrate your ad and conversion data into a multi-touch attribution system of record. And how actionable, timely, and trusted is the end result? When it comes to attribution insight to do their jobs, most senior B2B marketers and their teams feel they are in a constant state of “data chaos,” suffocating under a combination of web, channel and CRM data that have been stitched together with Excel to give them the information they need to do their jobs. So if you are seriously considering instrumenting your marketing attribution to revenue outcomes, here are 6 best practices to ensure you’re on the path to accurately attributing spend and optimizing programs. WARNING: Unlike B2C, the B2B buyer’s journey is much longer and more complex, requiring the right multi-touch attribution system to capture and correctly attribute marketing touches to revenue. However, this creates a data and management nightmare, and exacerbates your ability to continuously optimize your marketing investments to revenue. To close this burgeoning gap, many marketers are stitching together various technologies, data and spreadsheets to attribute marketing spend to revenue. According to DemandGen, 58% of B2B companies said their current ability to analyze marketing performance “needs improvement” or worse and 48% of B2B companies say their biggest challenge is the “inability to track activity between specific buyer stages.” While 82% of CMOs report that their goals are aligned to revenue targets ( Forrester Research), B2B marketers are struggling to quickly connect the dots along a lengthy and complex B2B purchase process to make decisions that optimize revenue. Plus, it shows everyone in your organization how much revenue you are bringing to the table, which puts you in good standing with your investors and builds credibility in budgeting with your peers. If you’ve ever asked these questions (or are still asking them), multi-touch attribution is your best bet to getting the right answers it provides you with meticulous details of how buyers are engaging with your business and which marketing touches are driving purchase journeys. “Which marketing channels should we put more money into? Reduce or stop spending?” IRI's robust data, partnerships and ability to drive more effective activation can enable clients to achieve up to 25% greater return on ad spend through campaign optimization.6 Best Practices for Successful B2B Multi-Touch Attribution With IRI Multi-Touch Attribution, you can finally close the gaps between your online and offline data and implement the optimal sequence for your path to purchase. It provides additional offline sales data sources to ensure a balanced view and gives you insights on how tactics drive sales at a more granular level by channel, target, creative, ad format/size and more. The solution can track online and offline conversions, weighting both touchpoints effectively. What channels and combinations of channels and tactics work best?.How can I drive penetration, trips and sales through improved synergy between touchpoints and campaign messaging?.How can I document the customer journey?. ![]() What are the interaction effects among touchpoints?.With it, you can answer questions such as: IRI Multi-Touch Attribution™ helps you understand which specific touchpoints and paths matter most to create the optimal sequence throughout the customer journey. With a continually changing advertising ecosystem and the risks of data deprecation due to increased regulations across the globe, advertisers need access to high-quality and extensive first-party purchase and household-level data, powered by deep partnerships, to drive more effective campaign optimization. Understand which touchpoints in the consumer journey led to purchase and where to make changes for optimal results. CPG Economic Indicators Track demand, supply, channel shift and other key metrics. ![]() COVID-19 Solutions Daily and weekly data enables rapid decisions.Big Data Technology Driving faster and better decisions.Retail Powerful solutions for more loyal shoppers.Media Connecting consumers viewing and buying.Analytics and In-Market Execution Prescriptive analytics expertise to uncover growth pockets.Consumer and Shopper Deeper understanding of attitudes and behaviors. ![]()
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