attributed（UnderstandingAttributed）

UnderstandingAttributed

Intoday'sdigitalworld,attributionisnolessthanabuzzwordthatistakingthemarketingindustrybystorm.Marketersareemphasizingattributionlikeneverbefore.Butdoyouunderstandwhatattributedmarketingis?Howdoesitwork?Whatarethebenefits?Thisarticleaimstohelpyouunveilthemysteriesofattributedmarketingandhowit'schangingthegame.

WhatisAttribution?

Attributionistheprocessofidentifyingwhichmarketingeffortsorchannelsaredrivingtrafficandconversionsonagivenwebsite.Inotherwords,ithelpsyoudeterminehowmuchcrediteachtouchpointinyourcustomer’sjourneydeservesfordrivingthatconversion.Attributioniscriticalbecauseithelpsyoumakedata-drivendecisionsandallocatebudgetsaccordingly.

Attributionhasbecomemoresophisticatedovertime.Inthepast,marketersusedalast-touchmodel,whichgave100%creditforaconversiontothelasttouchpoint.Buttoday,multi-touchattributionmodels,suchaslinear,timedecay,andalgorithmicattributionmodels,areusedtoprovideamoreholisticviewofhowchannelsandtouchpointsinteractwitheachothertogenerateconversions.

WhyAttributionMatters?

Attributionsolvessomeofthemostchallengingproblemsinthemarketingworld.Forexample,ithelpsyou:

• Optimizeyourmarketingbudget:Withattributionmodels,youcanidentifywhichchannelsandtacticsarecontributingmostandleasttoconversions.Youcanoptimizeyourbudgetbasedonhoweachchannelandtacticisdrivingconversionsalongyourconversionfunnel.
• Uncoveryourblindspots:Attributionallowsyoutoidentifyunderperformingandunknownchannelsandtacticsthatarecontributingtoyourconversionssoyoucanoptimizeyourmarketingspend.
• Improveyourcustomerexperience:Attributiongivesacompleteunderstandingofyourcustomerjourneyandhelpsyouoptimizetouchpointsthataredrivingmoreconversionsandpositivecustomerexperiences.
• Makedata-drivendecisions:Attributionprovidesanobjectivemeasureofeverytouchpointwithinthecustomerjourney,whichhelpsyouidentifywhichcampaignsorcontenttypesareworking,andwhicharenot.

HowtoGetStartedwithAttribution?

Thefirststeptogettingstartedwithattributionistoidentifywhatmattersmosttoyourbusiness.Doyouwanttoincreasetraffic,driveconversions,orbuildbrandawareness?Onceyouhaveclearobjectivesinmind,thenextstepistochooseanattributionmodelthatalignswithyourgoals.

Anotherimportantaspectofgettingstartedwithattributionistoensurethattherighttechnologyisinplacetomeasureandtrackeachtouchpointalongthecustomerjourney.Ataminimum,youneedawebsiteanalyticstoolthatcantrackyourcustomers’journeyfromthefirstadclickallthewaythroughtoatransactionorgoalconversion.

Inconclusion,attributionisafundamentalelementofmodernmarketing.Itisnotjustaboutgivingcreditwhereit’sduebutalsoaboutimprovingyourmarketingandcustomerexperience.Understandingattributionmodelsandemployingthemstrategicallycanhelpyourbusinessachieveitsobjectivesandstayaheadofthecompetition.