Skip to main content

What You Can Learn from Marketing Attribution Reports

“We need more conversions.”

At some point in their careers, every marketer has heard this. The more conversions you get, the higher number of deals you can close, so it makes sense that this is high on managers’ minds.

But the path to conversion isn’t simple. It involves a series of actions your lead takes as they travel down your buyer journey – and understanding which of your marketing efforts are the most successful in this journey is key to reaching conversion goals.

The question now is: “How do I learn what’s having the most impact?” With marketing attribution reporting, you can analyze how effective your marketing teams’ various campaigns and assets are.

What is Marketing Attribution?

Marketing attribution refers to all the different interactions a contact took that assisted in creating your desired outcome, such as a conversion, with an assignment of value to each engagement. The goal of marketing attribution is to help your marketing department see how their campaigns – paid ads, email, website visits, content, referrals, search -- impact a sale.  

When it comes to reporting on marketing attribution, there are three models to follow:

  • First Touch – First touch marketing attribution tracks the first step a user took to convert. For example, they searched for “creative services” on Google and found your site. The first touch is crucial because it begins the buyers’ journey for your potential customers.
  • Last Touch – Last touch marketing attribution tracks the last step a contact took before converting. An example might be someone filling out their payment information on a sign-up form. The final touch is also critical because it shows the ultimate factor that resulted in that person converting.
  • Multi-Touch – Multi-touch marketing attribution provides an overview of all the touchpoints or actions, including what content, where it was received, and how that user interacted with it from start to finish.

Why Use Marketing Attribution Reports?

Reporting of any kind can help you better understand what’s working and what’s not in your marketing strategy. Attribution reports specifically allow marketers to see their impact on the sales process and, ultimately, their influence on a person’s purchasing decision. More specifically, it can reveal:

  • Insights into what your users like and don’t like in terms of digital marketing
  • The most common pathways to conversion, and how you can replicate them for other leads
  • How many touches, interactions, or points it takes on average to convert a user
  • Your strongest and weakest content, particularly your best TOFU and BOFU material
  • What platforms or channels generate the most first and last touches
  • What you need to do to improve your buyers’ journey

Ultimately, different kinds of marketing attribution reports help marketing teams focus on driving more conversions by revealing what content, platforms, and mediums have the most significant effect on leads.

Get Help Building Marketing Attribution Reports

Now that you know why it’s essential to understand the actions someone takes on their journey to becoming customers, it’s time to build these reports! For HubSpot users, you can make these in your portal by navigating to the “Reports” dropdown and choosing “Attribution” under “Create a custom report.”

However, if you find yourself having trouble building these reports – or understanding marketing attribution – feel free to reach out! We’re here to help, so you never have to feel nervous when someone asks for more conversions.



from Inbound Marketing Blog https://ift.tt/3iA3aXN
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

10 Digital Marketing Tips and Tricks from Top Brands

There is no doubt that digital marketing or online marketing is crucial when it comes to the success of any business no matter what industry you are in. Unlike the past where businesses used traditional advertising, today, they are not as effective as online advertising and this has pushed many businesses to adopt online advertising to reach customers. Online marketing is the way to go if you want to reach and create a connection with customers. Gone are the days when it was difficult to understand what customers want . Today, with the increase in tools such as analytics and digital marketing software, it is far easier to guess — nay, estimate — customer behavior… and cater to it! Online marketing has enabled businesses to gain treasured insights to customers’ minds. When implemented in the right way, digital marketing will enable your business to target and reach its customers, classify new ones, increase sales, and experience lasting growth. These digital marketing approaches wi...
48 comments
Read more

What is a Local Citation? Local SEO

In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website. Although local citations can help you rank in local search results, they are no longer a major ranking factor . However, they are still worth considering in order to promote your business. Common citations you are likely to already know of include listings on business directory websites such as Yell or Thomson Local . A complete citation should include the name, address and phone number of your business. Local citations do not always include a link to your site although they are more valuable if they do. What do they do? Citations help rank your Google Local Pack listing (this was formerly called Google+ Local map) by providing Google with credible sources of information about your business. Citations tell Google that your business exists, is legitimate and that what you say about it is accur...
12 comments
Read more

The beginner’s guide to semantic search: Examples and tools

Ever since Google’s Hummingbird, the term “semantic search” has been thrown around a lot. Yet, the concept is often misunderstood. What is semantic search and how it helps SEO efforts? When people speak to each other, they understand more than just words. They understand the context, non-verbal cues  (facial expressions, nuances of the voice, etc.) and so much more. It comes naturally, so we don’t really appreciate how difficult it is to explain what is being communicated without the help of all “beyond-words” signals. Factors that make the lives of both Google and SEO so difficult Google is trying (and often struggling) to understand what it is that their users want (without actually seeing or hearing them) SEOs are trying to reverse-engineer what it is that Google managed to understand from their users’ queries and how to build pages that meet those mysterious criteria. As Google’s algorithm is getting more mature, it is becoming even more difficult to decode what...
8 comments
Read more