Be In The Know Blog

The Truth About Marketing Attribution: What It Is and What It's Not

Posted by Allison Sturtevant on July 24, 2018 at 11:08 AM

How do you know which of your marketing efforts led to sales? Marketing attribution is a way to determine the value or ROI of your marketing channels, according to Salesforce. But accurate attribution is difficult: When a customer interacts with email, social media, website content and other channels prior to a conversion, how do you weigh the monetary value of each campaign?

Effective attribution requires analytics and some trial and error on the part of marketers. But businesses are sometimes reluctant to embrace marketing attribution strategies because there's confusion about the best approach. Here are three common myths that might be holding you back from adopting an attribution strategy.

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Topics: Analytics

How Cross-Channel Attribution Powers Smart Marketing

Posted by Brooke Huntley on April 24, 2018 at 11:12 AM

Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.

This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.

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Topics: Analytics, Digital Marketing Strategy

Why You Should Let Marketing Partners Access Your Google Analytics

Posted by Brooke Huntley on February 21, 2018 at 11:33 AM

You'd never hire a wedding cake baker without a consultation, right? Sure, they can craft a beautiful cake, but they need specific details to make it personal for you. Your wedding colors, theme, flavor preferences and food allergies must be acknowledged — otherwise your cake won't be unique or appropriate.

The same holds true for business promotions. If you want your marketing partners to create spot-on web campaigns, they need to access your Google Analytics to gather data and thoroughly review it. Think of it as the ingredients necessary for the perfect cake.

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Topics: Analytics

Conducting a Brand Audit for Your Business

Posted by Allison Sturtevant on February 2, 2018 at 10:09 AM

Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.

Additionally, a review of your brand can help you:

  • See where you stand competitively
  • Determine who your customers are
  • Meet your customers' expectations
  • Refine your strategy moving forward

Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.

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Topics: Analytics, Digital Marketing Strategy

What Owners Need to Know About Small Business Data Analytics

Posted by Brooke Huntley on December 22, 2017 at 1:38 PM

If you're investing in digital marketing, small business data analytics should be top of mind as you link efforts like content, social media, ads and email to realize a return on your investment.

According to research from HubSpot, just 61 percent of marketers believe they have an effective strategy, while 24 percent have no idea whether their leads are turning into sales. In addition, 40 percent said proving ROI is a top challenge.

Those stats suggest there's a lot of room for improvement. However, the beauty of digital tech is that it allows for detailed tracking and analysis of everything you do — but only if you're set up correctly and know how to use the tools.

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Topics: Analytics

How Data-Driven Marketing Can Inspire Action

Posted by Brooke Huntley on October 18, 2017 at 1:48 PM

Marketing and communications teams have the ability to track an endless number of actions — from email opens, to link clicks and even time spent on specific pages. However, the volume of data relating to potential customers can often seem overwhelming.

The sheer quantity of available information might have marketers wondering exactly how data-driven marketing can be turned into customer action and increased conversions. Here are a few ways to get started.

Create Buyer Personas

One of the biggest opportunities created by data-driven marketing is the ability to take data and turn it into audience personas. Understanding your current customer base and using data points about them can help you predict your best future customer. Building a persona helps center your marketing around the customer and their expectations. From there you can target your media and your messaging and you're further along in developing a data informed marketing strategy.

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Topics: Analytics, Digital Marketing Strategy

Evaluating Your Marketing ROI: 3 Key Factors to Consider

Posted by Allison Sturtevant on August 16, 2017 at 1:48 PM

Calculating a return on investment (ROI) for some businesses is much easier than others. For instance, if a retail store has onsite ecommerce set up to track revenue then you can apply a simple calculation to derive at your ROI. You'd take the revenue gained over the cost spent for your marketing effort as your ROI calculation. Having access to true monetary revenue makes it pretty straightforward for marketers to understand their campaign ROI performance. But what about those marketers that are not tracking ecommerce or a monetary value that enables them to track ROI? How can they measure ROI with metrics outside of dollars to convey the story of return for their campaign?

Marketing ROI that is not tied to monetary values can be a bit tougher to quantify — and in some cases much more subjective. You must lean on other telling metrics such as lift, engagement and conversions to prove to the client what our marketing efforts are doing for them. Moreover, marketers need to partner with a trusted and experienced digital team to help them understand what metrics matter for ROI.

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Topics: Analytics, Digital Marketing Strategy

Marketing Analytics vs. Attribution: What's the Difference?

Posted by Brooke Moody on August 4, 2017 at 10:56 AM

It makes sense that business owners and even some marketers would mix up the roles of marketing analytics and attribution. They essentially represent two sides of the same coin and can be used to generate insights on the same marketing campaigns and strategies.

The differences between these two data-driven efforts are subtle, but they're important. Analytics may be more recognizable, thanks to free resources like Google Analytics and a long history of using analytics to illuminate the performance of digital marketing. But attribution is no longer negotiable, especially with brands using a range of channels to reach their target audience.

You need both to build winning digital campaigns. Here's a quick primer on what makes each unique and important to your company.

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Topics: Analytics

How to Understand Your Bounce Rate (And Fix It)

Posted by Allison Sturtevant on July 12, 2017 at 10:04 AM

Ah, bounce rates. Many times marketers are puzzled by this metric. On one hand, it's a fairly easy concept to grasp. Your bounce rate is merely the percentage of people who land on a page and then leave your website without visiting another page on your site. On the other hand, it's some sort of a riddle, as other factors come into play when determining if your bounce rate is healthy for your site in particular. When analyzing your bounce rate, there are questions that typically run through your mind: What factors impact someone's decision to leave your site? How do you know if your rate is good or bad? If you have too many bounces, how do you fix it?

To help you better understand your bounce rate — and begin to improve it — we've put together an easy overview.

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Topics: Website Design & Development, Analytics

Digital Campaign Measurement: Know When the Price is Right

Posted by Jenny Sutton on June 30, 2017 at 9:50 AM

Building a digital campaign isn't the end of a marketer's hard work. Measuring performance is crucial to understanding value and future campaign decisions. Marketers and their leadership need to understand the cost of these campaigns relative to the value they bring in, particularly when compared to other digital campaigns.

No company wants to waste money on marketing strategies that don't pay off. Here's a simple guide to identifying the right metrics, measuring performance and making business decisions based on campaign ROI.

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Topics: Digital Marketing Strategy, Analytics

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