Digital marketing is rooted in performance. Even in the case of Brand-awareness campaigns, where conversion metrics are not necessarily the foremost concern, advertisers want to know that their dollars were spent wisely; and, more often than not, website analytics are a strong indicator of how well-received a brand initiative was within the target audience.
Whether promoting a brand’s image or focusing on a specific Direct Response goal, the question on every marketer’s mind is, undoubtedly, ‘who gets the credit for performance’? While its often posited as a self-serving inquisition, assigning accurate credit to various marketing initiatives, also known as attribution, is an important metric for determining the success (or lack thereof) of any campaign.
I penned a blog post on my agency’s website late last week about the importance of multi-channel attribution. In this article, I described some of the third-party tools for accurately measuring the success of each of your marketing tactics, whether it be SEO, Paid Search, social media, or offline (direct) referrals.