A few tips to improve your marketing attribution

1. A few tips to improve your marketing attribution As a digital marketer, marketing attribution is the hardest challenge that you would probably face. A prospect can go through a hundred of touch points before finally turning into a customer or making the purchase decision. Hence to optimize the business return on investment, the step that marketers should take is, to identify which ad campaign proved to be the most effective one, and then figure out the channels that are driving revenue for the business. In this post, you will get an overview of what marketing attribution is all about and then you will be introducing to certain tips and tricks of marketing attribution to help your business attain great heights. What is attribution? In simple words, attribution mainly deals with the measuring of the effectiveness of the marketing interactions that a prospect has with a brand. the goal of marketing is to simply convert prospects into customers. And the process of doing it requires a marketing mix of various channels like content creation, email campaign, paid ads, social media, etc. after the marketing mix is put into action, the marketers need to evaluate and identify that what is working for driving customers to the business and what is not. In the present market scenario, the marketing attribution tends to be more complex, as customer acquisition comes from several touch points with a varying degree of influence. Hence, the digital marketers to a large extent depend upon the attribution modeling to quantify various marketing mix elements and then give credit to the most effective channel that attained the maximum leads. Types of Attribution models First interaction Last interaction Linear attribution model Time decay

2. U shaped attribution model w-shaped attribution model custom/ algorithm model The different types of attribution models are designed to meet the needs of different business types. Each model gives credit to a certain touch point on the consumers' path to conversion. For example, where the first interaction model gives credit to the first interaction that the brand has with a customer, the last interaction model is just the exact opposite. It gives credit to the last interaction or the last touch point that the prospect has visited before converting. Although the article discusses every niche of marketing attribution, you should also simultaneously get a clear understanding of the significance and benefits of data studio templates. And identify how and which data studio dashboard can help you gain maximum customers. Invest in a CRM and a MAP (marketing automation platform) A CRM platform like Hub spot or sales force allows marketers to record data for thousands of customers. This is when synched with MAP like Market to or pardot, the touch points can be recorded and attribution reports can be created within the platform. Consider the journey of the buyer while creating an attribution report. As it's mentioned above, the different stages of a buyer’s journey call for different marketing touch points. For example, of different channels like paid social ads, organic search or paid search drives traffic to the business website and is also creating leads, but lacks in converting the leads into customers, then such channels should be taken into consideration. Keep it easy and simple Another important point that you should always take into consideration before making an attribution report is, don’t let perfection be the enemy of good. Always try to keep things clear and in an easy to understand form. Conclusion With the above details, you should have already gained a basic idea about the niches of marketing attribution and how you can use it in the most effective way to gain business results. Understanding different attribution models and implementing the one that best suits your business type can take your business to the next level.