![]() Imagine a customer journey that has 13 touchpoints over nine months. The issue with single-touch approaches is that the full “credit” for a sale is assigned to an individual piece of content. Related Article: Don't Kid Yourself at Decision Time: Why Bad Data Is Worse than None 6 Common Multi-Touch Attribution Models It’s important to understand the different types of multi-touch attribution models and their unique opportunities and challenges to find the best approach for your team. It can seem overwhelming to adopt multi-touch attribution, in part because there isn’t a simple, off-the-shelf solution that works for every company. Just 27% of marketers are using a multi-touch attribution strategy, which is the only way for your team to understand how all your efforts are laddering up to a final sale. And, perhaps equally as bad, 1% are using a single-touch attribution approach, which amounts to relying on the “easy” data which can be worse than making decisions without any data at all. Unfortunately, nearly half of those surveyed are not using a formal marketing attribution strategy, meaning they do not know how their content is affecting sales. This tracking is called a marketing attribution strategy, which is a set of rules that determine how various touchpoints in your buyer’s journey are “credited” for a sale.Ĭompanies can take a multitude of attribution approaches, and our State of the Customer Journey in 2019 research explored just how marketers are tracking this journey in the ever-complicated state of today’s sales cycles. One of the most impactful ways to prove this value is to map your work to the customer journey, showing how a piece of content was directly involved in closing a sale. ![]() This article is the final installment of this 4-part article series on customer experience sponsored by Arm Treasure Data.ĭemonstrating the ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts to drive greater results more efficiently. Demonstrating ROI of your content marketing is critical not just to justify your existing budget, but also to understand how you can optimize your efforts.
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