If an online shopper purchases something from a retailer’s website a day after seeing a social media ad, can the retailer’s marketing team prove it was the social media ad that led to the sale?
The ability to identify what campaign touchpoints inspired a customer to purchase, otherwise called “marketing attribution,” gives marketers a better understanding of a campaign’s ROI so that they can allocate ad spend appropriately.
But the rise in channels in which ads can be shared across — email, Google, social media and more — has made it increasingly difficult to track. Fortunately, advancements in marketing automation technologies have made it possible.
Modernize Home Services, for instance, adopted a revenue attribution platform last year to understand how their marketing campaigns performed across their online and offline channels, and how their paid and non-paid channels impacted the performance of one another.
In less than 12 months, the home services’ marketing team has seen “incredible results,” according to Jamie Smith, the director of homeowner communication and client acquisition.
Built In Austin connected with Smith to learn more.
Increasing multi-channel investments
“Last year, we decided to invest in Bizible, a marketing attribution tool,” Smith said. “Our marketing efforts have both offline and online contributions, and it was becoming more difficult to understand how we were performing across all channels and how all of these channels affected the performance of each other.
“Bizible helped organize our marketing campaigns so that we could understand where our marketing spend was contributing toward. As many marketers know, investing in different channels and understanding ROI can be tricky. Bizible helped us understand how our SEO channels were affecting our paid channels (and vice versa). In just a year, we started investing in channels we didn’t know were impacting our business and have seen incredible results in our multi-channel strategy. These insights continue to advance our marketing strategies.”
Jamie Smith is the director of homeowner communication and client acquisition for Modernize Home Services, an energy-efficient home improvement services organization.
