No more a guessing game: How great marketers get the most of their marketing dollars with attribution
Marketing attribution is assigning a value to each customer touchpoint that resulted in a purchase. To determine the best measurement model for your business, it’s important to keep in mind the length of purchase cycles, number of channels encountered and objective of each campaign.
“Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.” - Quality Guru H. James Harrington
Done right, attribution can find channels and avenues that work best for you.
- Track incremental impact of each individual channel on conversion
- Suppress channels media that do not result in purchase
- Understand interaction context and reason for response to each touchpoint
- Continuously optimize to create high value customers
With Manthan Customer Data Platform (CDP), you have a strong foundation for cross channel attribution
Different systems and databases for each channel result in siloed measurement and double-counting of conversions. With a Customer Data Platform at the core, we unify customer data from marketing and other channels, including offline and online, providing a complete understanding of customer.