Harmelin Digital Contributor: Dan DeLozier
Attribution has always been a challenge for marketers, not only across digital channels but from a holistic view across digital and offline channels. Today’s search marketers need to re-think attribution and also how they approach their campaigns, finding their place in the larger holistic marketing view.
What this means for marketers: 5 key things all marketers, but specifically search marketers can do to better tackle attribution:
1.) Move away from “Last Click” attribution models which in most cases reward branded terms who drive the final conversion. Consider a model that rewards each touch point in the consumers marketing journey
2.) Structure campaigns in a way that supports a consumer throughout each touchpoint of their purchase journey.
3.) When applicable, utilize offline metrics like “Store Visits”, which are now available for some clients within Google as well as on other marketing channels with select vendors
4.) For each marketing channel, consider how a consumer will interact with that channel throughout their purchase path, and create messaging that matches where they are in the funnel
5.) Fully immerse yourself as a marketer in the “Cross Channel World”, thinking about how different channels (online and offline) work together and craft a campaign that utilizes each channels strengths to lead the customer down the purchase path.