First things first
If you are suspicious of your media mix and what your marketing attribution model says, take a code number of philippines step back (actually, a lot). From the beginning, it is important that you have designed your model according to its performance and impact on results. The Impact Matrix helps you define, from the conception of an analytics project, which indicators to map, who to report to, and other agile processes. The image below clearly shows how important it is.
Are attribution models adequate?
It's easy to be suspicious of the data from a media mix if the attribution model is wrong. You see, if you only use last click to measure the effectiveness of a media, it will be unfair and you will get the wrong interpretation, as it can be a great inbound media and have a big impact on the total conversion. The suspicion arises especially when we make shallow interpretations or use basic media attribution models for complex structures, with a broader purchase journey and a greater number of touches until conversion .
If you haven't found any answers, you may be asking the wrong questions.
Finding out which media has the greatest impact on your consumer's purchasing journey may not be an easy task, even when everything seems right. But sometimes we don't find the answer that makes sense because we're asking the wrong questions to understand the impact of your actions on different social media and to find out which attribution model fits your product perfectly. Here are some questions that impact your marketing planning and can help.
How much do digital marketing actions impact my sales results?
What is the cost of acquiring each customer (CAC)?
How do I know which media works best for my business?
How do I evaluate the goals of my digital marketing strategy?
How do you know if the attribution model you are using is efficient?
Understand exactly the ROI of each media
When we touch on this subject, we always like to provoke with the following question: Would you be able to say with certainty which media could be turned off without impacting the entire chain of your media portfolio? This is a decision that, if based on a functional attribution model, can be simple. To understand exactly the ROI of each media and be able to answer this question with certainty, we recommend reading our post where we brought a real case in which Math Marketing worked on one of the largest fintechs in Brazil. Read the post here about how we helped optimize the fintech's attribution model .
Don't just know the concept, but understand what omnichannel is
Even though many marketing managers know this word by heart, many do not fully understand its true meaning. We have heard blunders such as “we will serve omnichannel, only through WhatsApp”. Omni is Latin for “all” or “everywhere” in free adaptation. The words omniscient and omnipresent derive from this prefix. You can already get an idea of what omnichannel is all about, right? Our attention is very valuable to digital media, so when an ad finally reaches us, we can quickly lose focus, click on another link and forget about the product we were looking at. To help in this scenario, omnichannel integrates all your sales channels into a single experience so that, even if you lose focus, you can find the product again at another point in your purchasing journey. And having a model that can measure the weight of each media in this broad model is essential for making correct decisions and, especially, boosting profits to unimaginable levels.