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Solve Attribution Woes: Adjust Your Settings & Expectations for a More Comprehensive Marketing Strategy

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solve attribution woes adjust your settings expectations for a more comprehensive marketing strategy

Very rarely in my PPC life do I bring up the subject of attribution with clients, colleagues, or industry friends without seeing a look of pain cross a face that may have been perfectly congenial a moment ago. Much teeth-sucking and drink sipping ensues when the difficult topic of attribution enters the discussion.

We all fear we aren’t properly attributing our conversions to each platform, be it paid or organic. Namely, this frustration stems from 3 main factors:

  1. The customer journey is more complex than ever before. Customer journeys are not linear, between multiple devices, long sales cycles, and mere impressions (view-throughs) that may or may not have encouraged the user to convert. Facebook and YouTube now have brand-lift studies to close some of the gap, but the cost for these kinds of prove-the-brand-is-improving tests is often beyond the financial reach of smaller brands.
  2. There are more attribution platforms, both free and paid, offered in the digital marketing space. And we have no idea which one has the true data. We are at full saturation and everyone has a solution, including the new Amazon Attribution Beta, and Facebook Attribution, which became available to all advertisers in October 2018 after testing for a year in beta. Third-party attribution vendors crowd the market too, and marketers have decision fatigue.
  3. Getting any attribution source to play nice and line up with another seems like an impossible task, in a world of walled gardens. In the /r/PPC subreddit, it’s common to see cries for help every week regarding two reporting sources misaligning – most commonly, Google Ads and Google Analytics failing to align.

So what can we do to make more educated attribution choices? There are a few main things every marketer must take into account.

1: Pick Your Windows Wisely

Aligning your attribution with the truth starts with the windows you choose in each ad platform. A conversion window is a defined period of time in which a publisher can claim that a click or impression led to a conversion (be it a lead, app install, purchase, or otherwise.) You can set your conversion windows in every single ad platform except Google Analytics, which has reports specifically built for comparing windows.

The Google Analytics Time Lag report is a good place to start if you want to understand how long it takes a user to move from consideration to conversion:

Google Analytics Conversion Time Lag copyThe Google Analytics Time Lag report counts number of days between first touch and conversion

You can use the Path Length report in Google Analytics and segment by specific goals:

Google Analytics Conversion Path Length copyThe Google Analytics Path Length report counts the number of interactions a user takes before converting

Which window do you choose? 30-day impression, 7-day click? 7-day impression, 1-day click? There are several ways to find out! Your window will depend on:

  1. The Nature of your Business
    • You’ll want to pick longer windows for your conversion settings when your products are more expensive, high-consideration products such as software as a service, home remodeling, etc. Comparison shoppers take their time. This is where tracking different movements of users from trial to paid subscription, email signup to quote request are vital so you can track the entire journey of the user. Each movement – from a potential customer learning about your brand to putting money in your pocket, must be tracked in all the platforms you can, from Facebook Analytics Event Source Groups to training salesmen to properly label leads in your CRM software.
    • You’ll want to set your windows to a short period of time if most of your customers are buying with their gut. This is true for those random products you buy from Instagram without much thought. Pony-Os Instagram ads, I’m looking at you! (I swear, it felt like a good purchase in the 7 minutes it took for me to consider it, toss it in my cart, and purchase it!) If your windows are short, you’ll want to align them with the settings of each and every platform you use, as well as your reporting software.
  2. You’ll want to consider the purpose of the advertising channel. Are you advertising for a conversion result, or a lift in brand awareness? For example:
    • Search tends to be a low-funnel channel and results in more direct conversions due to search intent.
    • Social channels tend to suffer from misguided budget cuts, due to marketers not recognizing that these channels are often first-touch or awareness-based. For example, we have a B2B client who runs LinkedIn campaigns to grow brand awareness among a highly specific, professional audience. Just having these high-quality audiences visit their site is improving the quality of their retargeting audiences and will be worth the investment in the long run. But by no means do we treat these campaigns as a conversion-producing, direct channel.
Pony-O low consideration productPony-Os are the fastest I’ve ever gone from watching an Instagram video ad to tossing my money at an advertiser. If you have a product with a short window like this, consider changing your attribution windows to more accurately reflect your buyers!

2: Learn How Different Platforms Attribute Conversions Differently

For Google Ads, the Attribution Playbook is a good place to start. Google also is helpful enough to provide an attribution tool that allows you to compare different search attribution models before taking the plunge and adjusting your conversion attribution settings:

Google Attribution Modeling comparisons

If you haven’t picked through the Google Attribution modeling tool in a while, you’re missing out. You can model cross-device activity, paths and time-lags (similar to what you’ll find in Google Analytics), and first and last click analysis, among other handy tools to slice and dice your data.

Most marketers agree that “Last click” or “Final click” attribution does not even begin to tell the truth and it is no longer recommended. Industry leaders agree, and this Invoca blog on how Google last-click attribution leads marketers astray clearly lays out the reasons why.

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It’s easy to look up how each platform uses attribution modeling. A quick search turns up these resources:

3: Appreciate Lag & LTV when Testing a New Channel or Campaign

One of the biggest mistakes that marketers make is deciding a strategy isn’t working too soon. When testing, make sure you have a specific statistical significance you’re shooting for or even a time period in which you’re willing to stick it out and test. If you need a refresher, this post on calculating statistical significance from our own Carrie Albright is a great place to start! Once you have concrete goals, it will make your analysis a lot easier, although patience is always needed when testing any new channel or initiative.

4: The Source of Truth is Beyond the Platforms: It’s in Your Sales Data

This should go without saying. But I’m going to say it anyway! Your salespeople are sure to know more about lead quality than your marketing team. Train your team to gauge lead quality in their CRM. If you’re an e-commerce company, use internal resources to understand revenue and lifetime value. It is vital to have complete clarity between each marketing dollar spent and trendlines of success in your company.

As an agency, Hanapin is always pushing to get more internal information and reporting transparency because if leads do not lead to revenue, we want to know about those failures as quickly as possible. The same for successes – Have regular meetings between all teams to make sure your marketing dollar is balanced between first-touch and bottom-funnel, brand and non-brand. The ultimate source of truth will be money in your pocket. For new clients, often the process of clarifying attribution is working hard to ensure all tracking flows smoothly from campaigns into whatever system is being used to measure success, be it Bizible, HubSpot, Marketo, Salesforce, Pardot, Shopify, BigCommerce, or any number of propriety systems.

The Best Time to Fix Your Attribution was Yesterday. The Second Best Time is Today

We are having more conversations with our clients about attribution every day. This is natural. The rise of automated systems within platforms (Google’s automated bidding settings, Facebook’s mysterious way of using their algorithm to find potential customers) is going to depend on your attribution settings being correct. So if they aren’t correct, fix them today. Look at your attribution windows. Check your settings. Talk to your agency, and get your sales reports in line.

The marketing stack is more complex today than it was yesterday. But there is no time like the present to evaluate your attribution within and without your digital marketing platforms. Review often, and review thoroughly. And make use of absolutely free tools like Facebook Attribution, which uses advertisers in similar verticals and products in the same price points to inform your attribution choices, and Amazon Attribution – they’re free and comprehensive, why not use them?

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I hope this blog has given you some places to start auditing your own attribution settings and systems to cut through to the truth and pave the way for a more informed marketing strategy.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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