SEO
Alles, was Sie wissen müssen
Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams.
Attribution modeling is one of the best tools for providing clear guidance on what’s working, and what isn’t.
What Is Marketing Attribution?
Marketing attribution is the approach to understanding how various marketing and sales touchpoints influence the prospects’ move from visitor, to lead, to customer.
By implementing attribution in your organization, you’ll have a better idea of:
- Which channels are most influential during different phases of the sales cycle.
- Which content formats are more or less impactful in your marketing or sales enablement efforts.
- Which campaigns drove the most revenue and return on investment (ROI).
- The most common sequence of online or offline events that prospects interact with before becoming a customer.
Why Is Attribution Important In Marketing?
Analyzing attribution data provides you with an understanding of which marketing, sales, and customer success efforts are contributing most effectively and efficiently toward revenue generation.
Attribution modeling helps you identify opportunities for growth and improvement, while also informing budget allocation decisions.
With accurate attribution models, marketers are able to make more informed decisions about their campaigns, which has allowed them to increase ROI and reduce wasted budgets on ineffective strategies.
What Are The Challenges Of Marketing Attribution?
Developing a perfect attribution model that guides all of your decisions is a pipedream for most marketers.
Here are five challenges that result in inconclusive data models or total project abandonment:
Cross-Channel Management
This is a common challenge for enterprise marketers who have web assets across multiple websites, channels, and teams.
Without proper analytics tagging and system settings configuration, your web activities may not be tracked accurately as a visitor goes from one campaign micro-site to the main domain.
Or, the prospect may not be tracked as they go from your website to get directions to then go to your physical storefront to transact.
Making Decisions Based On Small Sample Sizes
For smaller trafficked websites, marketers using attribution data may not have statistically significant data sets to draw accurate correlations for future campaigns.
This results in faulty assumptions and the inability to repeat prior success.
Lack Of Tracking Compliance
If your attribution models rely on offline activities, then you may require manual imports of data or proper logging of sales activities.
From my experience in overseeing hundreds of CRM implementations, there is always some level of non-compliance in logging activities (like calls, meetings, or emails). This leads to skewed attribution models.
Mo‘ models, mo’ problems: Each analytics platform has a set of five or more attribution models you can use to optimize your campaigns around.
Without a clear understanding of the pros and cons of each model, the person building the attribution reporting may not be structuring or configuring them to align with your organizational goals.
Data Privacy
Since GDPR, CCPA, and other privacy laws were enacted, analytics data continues to get murkier each year.
For organizations that rely on web visitors to opt-in to tracking, attribution modeling suffers due to the inability to pull in tracking for every touchpoint.
How Do You Measure Marketing Attribution?
Measuring attribution is all about giving credit where it is due. There are dozens of attribution tools out there to assign credit to the digital or offline touchpoint.
Attribution measurement starts with choosing the data model that aligns with your business goals.
Certain attribution models favor interactions earlier on in the customer journey whereas others give the most credit towards interactions closer to a transaction.
Here is a scenario of how to measure marketing attribution in a first-touch attribution model (we’ll get to the different models next):
A prospect comes to the website through a paid search ad and reads the blog.
Two days later, she comes back to the site and views a couple of product pages.
Three days later, she comes back through an organic listing from Google and then converts on the site by signing up for a discount coupon.
With a first-touch attribution model, the paid search ad will get 100% of the credit for that conversion.
As you can see, choosing the “right” model can be a contentious issue, as each model gives a percentage of credit to a specific interaction or placement along the path toward becoming a customer.
If your business relies on paid search, SEO, offline, and other channels, then likely one of the individuals working on one of those channels is going to look like the superhero, whereas the other marketers will look like they aren’t pulling their weight.
Ideally, when you are choosing an attribution tool, you’ll be able to build reports that allow you to compare various attribution models, so you have a better understanding of which channels and interactions are most influential during certain time periods leading up to conversion or purchase.
What Are Different Marketing Attribution Models?
Marketers can use various marketing attribution models to examine the effectiveness of their campaigns.
Each attribution tool has will have a handful of models you can optimize campaigns and build reports around. Here is a description of each model:
First-Click Attribution
This model gives credit to the first channel that the customer interacted with.
This model is popular to use when optimizing for brand awareness and top-of-funnel conversions/engagement.
Last-Click Attribution
This model gives all of the credit to the last channel that the customer interacts with.
This model is useful when looking to understand which channels/interactions were most influential immediately before converting/purchasing.
Last-click attribution is the default attribution model for Google Analytics.
Multi-Touch/Channel Attribution
This model gives credit to all of the channels or touchpoints that the customer interacted with throughout their journey.
This model is used when you are looking to give weight evenly or to specific interactions.
There are variations of the multi-touch model including time-decay, linear, U-shaped, W-shaped, and J-shaped.
Customized
This model allows you to manually set the weight for individual channels or placements within the customer journey.
This model is best for organizations that have experience in using attribution modeling, and have clear goals for what touchpoints are most impactful in the buyers’ journey.
Marketing Attribution Tools
There are several different tools available to help marketers measure and analyze marketing attribution. Some attribution tools are features within marketing automation platforms or CRM systems like Active Campaign or HubSpot.
Others are stand-alone attribution tools that rely on API or integrations to pull in and analyze data, like Triple Whale oder Dreamdata.
As you are evaluating tools, consider how much offline or sales data needs to be included within your attribution models.
For systems like HubSpot, you can include sales activities (like phone calls and 1:1 sales emails) and offline list import data (from tradeshows).
Other tools, like Google Analytics, are not natively built to pull in that kind of data and would require advanced development work to include these activities as part of your model.
(Full disclosure: I work with HubSpot’s highest-rated partner agency, SmartBug Media.)
Additionally, if you need to be able to see the very specific touchpoints (like a specific email sent or an ad clicked), then you need a full-funnel attribution system that shows this level of granularity.
Attribution modeling is a powerful tool that marketers can use to measure the success of their campaigns, optimize online/offline channels, and improve customer interactions.
It is important, though, to understand attribution’s limitations, the pros and cons of each model, and the challenges with extracting conclusive data before investing large budgets towards attribution technology.
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Featured Image: Yuriy K/Shutterstock
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SEO
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Learn To Communicate Your Brand Effectively
In the world of SEO, search marketing, and content marketing, it’s becoming clear that getting a solid grip on the customer’s needs, desires, and lifestyle is equally essential to building your brand’s unique persona and story.
Ryan Kutscher, the creative force and founder behind CIRCUS MAXIMUS, joined me on the SEJShow to talk about how his team creates compelling brand narratives. We covered their use of Ikigai, a profound Japanese concept that translates to “a reason for being.”
This concept is a remarkable tool in their storytelling arsenal, providing a fresh perspective that introduces depth and purpose to their narratives. In this episode, we’ll gain invaluable insights into how Ikigai can be utilized to create more meaningful, impactful stories, ultimately adding a rich layer of authenticity to your brand narrative.
We take a step back for brands to think more narratively about what the story they’re trying to tell is. And then think about how they’re applying that to the customer journey rather than tactics first, which just makes your head explode these days. –Ryan Kutscher, 04:38
Sometimes as a business owner or an executive, you assume that the entire company gets the mission and what you said is a human mission. So, one of the things lacking in the workplace, so that’s been lacking in the workplace for the past 20-30 years, is purpose. What gets you up in the morning? –Loren Baker, 07:22
[00:00] – About Ryan[02:43] – How they craft memorable brand narratives and characters
[08:50] – How human mission & passion comes in.
[11:57] – The Mark Cuban example.
[16:05] – How to get started with the voice of the customer.
[17:48] – How do companies earn revenue from pinpointing passion & mission?
[19:39] – Uber & Lyft example.
[24:46] – The In & Out Burger example.
[28:36] – Brands Ryan worked with applying Ikigai.
[32:11] – Other ways listeners can use the Ikigai concept.
[34:56] – How important are videos?
Resources mentioned:
Circus Maximus – https://www.circusmaximus.com/
The first question that we ask is why? Why is your brand doing what it’s doing? What is the brand’s purpose? That answer is not to make money or increase revenue by a quarter. It’s not a business goal. It’s a human mission. If everyone can kind of answer those questions the same way, or at least have an understanding of how the brand wants to answer those questions, they start to work for that idea or that narrative, and then that helps them do their job better and hopefully helps them tell their story better, tell the story better. There’s an internal role of answering these questions and having this shared narrative, and there’s an external role. So that’s where it starts, with purpose. –Ryan Kutscher, 05:32
People like Mark Cuban, who are successful entrepreneurs, understand that you start with the mission and then build the company around it. You don’t start with the company and then build a mission backward. And when you have a mission clearly defined, the people you need to help you build that company come to you because they’re attracted to the mission. And some of those people are customers. So that’s the power of the mission. –Ryan Kutscher, 13:32
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Ryan Kutscher:
Ryan Kutscher stands at the helm of Circus Maximus, an innovative agency transforming the advertising landscape. With a unique model that blends branding, content, and media, Ryan, founder and CEO, has propelled brands onto global platforms, partnering with industry giants and burgeoning start-ups.
Beyond his leadership role, Ryan is recognized for his creative approach to life. He champions entrepreneurship within his team, urging them to infuse creativity into their daily lives. And amidst all these, he finds joy in the companionship of his Australian Shepherd, Rudder.
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryan-kutscher-a282605/
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
SEO
Senden Sie Fotos und empfangen Sie KI-generierte Bilder
Snapchat My AI Snaps allows users to send photos to the My AI chatbot and receive AI-generated images in return, demonstrating its AI image processing abilities powered by ChatGPT and GPT-4.
Snapchat first released the new My AI Snaps feature to Snapchat+ subscribers to encourage feedback and make improvements before releasing it to all users. For reference, Snapchat launched My AI for Snapchat+ users on March 6, releasing it to all users on April 19.
Continue reading to learn how to use My AI Snaps and the potential My AI conversations hold for advertisers targeting younger audiences.
How To Send Photos To My AI And Receive My AI Snaps
Snapchat+ users with access to My AI can send a photo Snap to the chatbot using the same process as sending Snaps to friends.
Snapchat will notify you when My AI replies to your Snap based on your notification settings.
Depending on its analysis of your Snap, My AI will send a Snap in response.
Screenshot from Snapchat, June 2023These examples of My AI Snaps show that it has great potential but still has a way to go with image interpretation.
Screenshot from Snapchat, June 2023You can save Snaps My AI sends in the chat or take a screenshot of it.
Screenshot from Snapchat, June 2023My AI doesn’t always send a Snap in response. Sometimes, it only offers a text-based reply to your Snap.
At the time of testing, My AI could not understand Snaps sent from photos in my Cameral Roll. But that will likely change in the not-too-distant future.
Screenshot from Snapchat, June 2023Snapchat My AI Ads & New Advertising Opportunities
In addition to sending and receiving Snaps, My AI displays ads in select conversations. Ad relevancy can be hit or miss in relation to the discussion at hand.
Screenshot from Snapchat, June 2023Ads within My AI conversations offer advertisers a chance to reach a growing ad audience via generative AI that includes:
- 13 to 17-year-old users: 125.6 million – 19.9% of the total ad audience.
- 18 to 24-year-old users: 243.5 million – 38.6% of the total ad audience.
- 25 to 34-year-old users: 145.9 million – 23.2% of the total ad audience.
You can see the potential for advertising in Snaps from My AI. My AI could recommend fashion, restaurants, recipes, and other relevant products or services in Snap conversations.
Screenshot from Snapchat, June 2023While ads do not appear in image Snaps, they appear in My AI conversations after sending and receiving Snaps.
Screenshot from Snapchat, June 2023Considering that users can invite My AI into group chats, it’s only a matter of time before most Snapchatters become familiar with AI-powered conversations.
Snapchat Web Interface With My AI
Although Snapchat is available via a web interface on desktop browsers, many My AI features are only accessible on the iOS oder Android app.
In place of ads served by Snapchat My AI is the following message:
Not Supported on Web
Check from your phone to see what was sent!
When My AI sends a snap, it shows the following message:
New Snap
Open the mobile app to view
Screenshot from Snapchat, June 2023You can, however, view the My AI profile on a desktop browser and add it to your friends.
Screenshot from Snapchat, June 2023The Future Of Snapchat My AI Snaps & Ads
The integration of My AI Snaps is a powerful step forward, blending the realms of social interaction with advancing AI capabilities.
While there are areas for improvement in image interpretation and overall safety, the platform’s potential is vast, particularly in providing novel advertising opportunities to reach younger audiences.
As the technology develops, we can expect Snapchat My AI to transform how users interact with generative AI, offering a personalized social media experience and a new range of advertising opportunities.
Featured image: Ink Drop/Shutterstock
SEO
Ist Content der König im modernen SEO?
With the ever-evolving SEO industry and emerging new trends, is content still the key to a successful strategy?
How do you ensure your content meets the latest search standards?
On May 25, I moderated a webinar with Carlos Meza, President and CEO of Crowd Content.
Meza shared what it takes to form an effective content strategy while keeping up with modern times.
With us spending about 473 minutes (a third of our days, almost eight hours, or at least 50% of our waking hours) consuming content or media, is content still king?
Hier ist eine Zusammenfassung des Webinars. Um auf die gesamte Präsentation zuzugreifen, Füllen sie das Formular aus.
Is Content King In Modern SEO?
[Find out, now] Instantly accesses the on-demand webinar →
First, let’s go down memory lane to understand where we’re coming from and where we’re going so we can understand where modern SEO is headed.
Content In The Past
Creating content in the past looked like this:
- Writing for search engines/keyword stuffing.
- Using volume was a competitive advantage.
- Mimicking competitors.
Because these tactics don’t give the best value to your customers, SEO techniques have changed.
[Get the key to a successful SEO strategy] Instantly accesses the on-demand webinar →
Content In The Present
Intelligent SEO professionals have evolved very well and are now:
- Writing based on persona.
- Being intent-driven.
- Using topic-clustering.
- Using expertise to be more authoritative.
- Becoming helpful.
- Putting importance on volume.
- Creating assets first before the message.
[Explore each in more detail] Instantly access the on-demand webinar →
Given these current strategies, how can you love your customers even more? Let’s look at the future of content.
Content In The Future
Here are the elements of that future content. What is essential, and what will matter?
- Becoming human-centric & using pathological empathy through:
- Relatability.
- Vulnerability & authenticity.
- Standing out with brand, voice, and tone.
- Getting hyper-personal with micro-audiences.
- Using multi assets to be more interactive & creating trust through:
- Experience.
- Expertise.
- Effort.
- Leveraging AI, ML, and technology.
- Focusing more on quality over quantity.
[See some great examples in action] Instantly accesses the on-demand webinar →
Ultimately, it all comes down to helping the audience and caring.
[Slides] Is Content The King In Modern SEO?
Hier ist die Präsentation:
Nehmen Sie an unserem nächsten Webinar teil!
How To Drive Product Page Rankings With A Funnel Of Content & Links
Join Cory Collins and Nick Katseanes, of Page One Power, as they share innovative ways to combine link building and content creation for stronger SEO campaigns.
Bildnachweis:
Beitragsbild: Paulo Bobita/Search Engine Journal
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