Digital marketing attribution is difficult to measure due to the fragmented nature of the online customer journey. Current attribution models are largely site centric and do not go far enough to understand the deeper behaviour and attitudes which drive a prospective customer to choose one brand over another.
Understand real behaviour.
Ascertain how real world in-market, prospective customers search and select a product like yours online. Identify the touch points and sequential pathways which influence decision making alongside clear metrics on decision making criteria which drives final brand selection.
Optimise your marketing strategy.
Test the performance of your advertising, SEM, SEO and comparison site marketing against that of your competitors and acquire new insights to improve current strategies to drive awareness, initial preference, awareness, visits and conversion.
Fill the gaps on your digital marketing attribution measurement.
Gain a clearer understanding of exactly who is visiting your campaign, homepage and product pages and their visit intent. Measure whether those prospective and current customers can easily find what they are looking for.
Develop deep profile strategies to convert online prospects.
Identify the key actions required in your strategy to drive awareness with those who do not know you, retain those who might consider you but change their mind when they do research online and win those customers who know you but wouldn’t normally consider you as an option.
Respond quickly to market changes with evidence led insights.
With quarterly performance measurement, gain access to a research program that helps plan future campaigns based on current performance. This program also provides the opportunity to monitor competitor activity and when to react to their strategies based on conversion evidence.