How do I collect marketing information

Marketing Attributes: Stepping Up Your Online Campaigns

Let's turn the clock back 60 years when the hierarchy of advertising effects first appeared - it had a massive impact on the effectiveness of marketing back then and is still valid today.

The effects hierarchy is based on the assumption (proven for decades) that consumers go through a series of cognitive and affective phases that lead to purchase decisions. In these phases, brand memories and recognition values ​​are developed, which make up the core of your overall brand value. Your sales are within this model.

Source: Ervin and Smith

To further clarify this infographic, we'd like to highlight that your promotional and marketing communications act as an external incentive that drives consumer responses throughout the process. So, if you want to find, attract, and convert consumers, you need to consider these three phases in any marketing decision, large or small.

Now we need to ask ourselves: does our digital age simplify or complicate our ability to understand and promote this hierarchy of effects?

As we reach our audiences through so many different touchpoints on more and more screens and channels, pursuing a strategy is now a summary of decisions that affect your brand as a whole. This is where marketing attribution comes in.

What is Marketing Attribution?

Time and again, companies spend money getting involved in all sorts of online marketing efforts because of digital experts asking them to do so. However, this requires strategies for hits and failures. And no matter how big your budget is, we just can't have that.

Here's our unpopular opinion: You don't have to do everything every time. Not every marketing platform is right for your business, and not every tactic will work for you. Even if your sales are increasing and you have a presence across all screens, it is critical that you understand where your target audience is from and identify what made them into paying customers.

By assigning marketing intelligence, you will get a better understanding of the different ways customers will interact with your brand on the journey to purchase, so you can credit the channels and campaigns that help convert it. That way, you can better understand how and where to invest your money and attention.

It's not an easy approach, so you can count on some testing and error experience at first - and experiment a lot in the meantime!

"By considering online and offline interactions across multiple devices, platforms, and campaigns, mapping marketing information becomes increasingly difficult over time."

Source: Shopify

If you want to keep winning, you can keep focusing on understanding omnichannel marketing better.

That's why we're here to support you! As a leading Shopify Plus partner, it is our duty to understand the intricacies of digital marketing and how it affects any online retail industry. Call us to set up a session and we can properly plan, execute and track your marketing campaigns.

How do we deal with marketing attributes?

The most important characteristic of effective advertising measurement is organization. In order for the results to remain as accurate as possible, the structure of your tracking strategy needs to be clear and consistent. Below are the different marketing methods and attribution models that contribute to effective tracking and measurement.

Track pixels

A tracking pixel (or pixel tag) is a snippet of HTML code that is loaded when a user interacts with your online platforms, e.g. B. Visited your website or opened an email. They are used by major online services and platforms such as Google Analytics and Facebook. The graphic size of a tracking pixel is only 1 x 1 pixel and is usually hidden in the background color so that your users are not disturbed, distracted or confused because they are not aware of it.

As part of your conversion tracking, pixels perform the following actions: collecting user data, recording quantitative measures, power retargeting of advertising platforms and finally determining performance indicators for campaigns.

Tracking pixels collect and analyze various data sets, including:

• Operating system used on the phone

• Type of website or email used, e. B. on the mobile phone or on the desktop

• Client type used, e. B. a browser or a mail program.

• Customer's screen resolution

• Time at which the e-mail was read or the website was visited

• Activities on the website during a session (when using multiple tracking pixels)

• IP address, which contains information about the ISP and location

It's important to note that while tracking pixels are effective, they can be frowned upon. Since you're collecting information about users without their knowledge, you need to be careful about privacy. You must always adhere to the rules of the GDPR and provide / request the consent of a user when they collect such data.

UTM tagging

Urchin Tracking Module tagging is a standardized tagging system for digital marketing. By adding snippets of text to the end of a URL, you can track traffic from its exact origin, move around a specific page, and post within a specific traffic source.

There are 5 standard UTM parameters you can add to your URL to describe the incoming traffic for analysis tools so that it can be better grouped, organized and analyzed. These are:

• Campaign source (utm_source)

• Campaign medium (utm_medium)

• Campaign name (utm_campaign)

• Campaign term (utm_term)

• Campaign content (utm_content)

How you use these parameters (or how many of them you use) depends entirely on your campaign and strategy. So you can tag as you see fit. The important thing is that you stay consistent with labeling and tracking, and ensure that everyone involved in a project has a clear understanding of your tracking efforts.

Source: HubSpot

When it comes to marketing attribution, UTM tagging is particularly useful. But it's still not perfect. The data you collect during this tracking process can be inaccurate because if the same user visits and revisits your website from multiple devices, each interaction will be assigned as a separate user on their own journey.

While you may think that a single campaign or source of traffic is a success, it is possible that you are only looking at one person going through the persuasion phase of the effects hierarchy, where they re-crawl and analyze your product before making a purchase decision.

Fortunately, there is a way to solve this problem!

By grouping user journeys between devices with user IDs, you can unify interactions between those devices and online and offline touchpoints for each customer. Not only does this improve your UTM tracking efforts, it also gives you exceptional insight into the way your consumers are interacting with your online platforms throughout their buying journey. When you gather this kind of valuable information in bulk, you can start tweaking and improving more aspects of your brand, from campaign strategies and marketing ideas to UX decisions and product design.

Which Marketing Attribution Model Should You Use?

There are six main types of marketing attribution models that you can use to determine where in the funnel to place the greatest value. There is no right or wrong model. Every sale has its own journey and story to tell, so there are many different ways to assign value to campaigns and touchpoints. Each model offers a new perspective on the impact different campaigns and interactions have on conversion.

Only when you start implementing marketing attribution will you have a better understanding of which marketing attribution model can be used in different campaigns:

1. The first-touch attribution model gives 100% credit to the very first touch point on the trip. This attribution model works well when you're trying to gauge the strength of your brand awareness campaigns, but it provides little insight into the real impact of a conversion.

2. The last-touch attribution model is the standard attribution model in your Google Analytics account and is widely used. In this model, the very last point of contact before conversion is considered to be the most important. It provides information about the direct channel that made a sale, but unfortunately ignores any fine-tuning that was made in earlier steps of your marketing strategy.

3. The linear (equally weighted) attribution model divides the value of each touch point equally. That way, you'll get a clearer understanding of what is happening in the middle of the trip, so you can better understand user patterns and buyer trends. It is important to give credit to every touchpoint that users encounter as they unite a complete journey. However, you want to avoid a less valuable interaction stealing the thunder of an extremely important point of contact.

4. The time decay attribution model gives more weight to clicks that were closer to the conversion time. She doesn't ignore the interaction that leads to a conversion (as they are all valuable), but rather emphasizes that interactions become more important the closer a user gets to a purchase decision.

5. The position-based attribution model assigns 40% credit to the first touch and 40% credit to the last touch, then divides 20% equally between each midpoint. It makes sense to think of the intro and trigger point of contact as significantly influential, but the middle points of contact still deserve credit as they have the weight of bringing the intro and trigger together.

6. The algorithmic attribution model (or custom attribution) is the most advanced model and offers extremely accurate credit results. Unlike the first five models, the custom mapping isn't based on bold assumptions, but uses machine learning and historical data to refine the value of a full customer experience. Because it's so complicated, you need the skills of a data scientist or the help of Google 360 ​​Suite to be effective.

What should you do next

We all want to develop smarter strategies and improve ROI. As your business grows, targeting the right consumers at the right time becomes one of your top priorities. Marketing attributions are the best place to start. Contact us and we will improve the outcome and success of your efforts!