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You're cordially invited
Join Geary Interactive and Omniture tomorrow at Eve Lounge in San Francisco for networking and candid conversations about analytics optimization. We will be sharing case studies and best practices geared towards marketers and analytics professionals.
Enjoy complimentary beverages, hors d'oeuvres and the chance to win Adobe Photoshop CS5 with your RSVP.
For more details visit http://www.gearyi.com/omniture-event/, or RSVP by emailing leslie.hammann@gearyi.com. We will see you there.
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Marketer to marketer
From the desk of Shelley Callahan, Director of Business Development
Credit where credit is due
If you're running complex, multiplatform campaigns you know how challenging it can be to attribute a sale to a particular format or campaign. Was it the paid search ad or display media campaign that spurred an online purchase? How much credit should social media get in driving conversions and brand awareness? The answers to such questions are the crux of planning successful marketing strategies. If you do not know which channel is working, how can you allocate budget and resources to support it?
The following thoughts can help shape your attribution model by considering conversion factors beyond the last click.
- A savvy media team. Work with media teams that understand the synergies between platforms. Ask how they foresee display impressions impacting paid search campaigns or how they are sharing keyword and behavioral intelligence. This will refine perceptions about how your customers are converting, which will improve your attribution model and budget allocation. The bottom line is holistic campaigns are the most successful, so make sure your media teams are working in unison.
- Analytics optimization plan. If your analytics solution does not match the complexity of your marketing strategies, it is time to make a change. You should be able to track multiple touch points and multifaceted campaigns. Refine your implementation strategy to account for your customers' path to purchase--whether its media impressions, social media engagements or POP interactions. Proper analytics tracking, testing and optimization will guarantee that your conversion attribution methods align with user behavior.
- Complete creative. You can track and tag all you want, but conversions are what truly matter. Engaging creative supports a cohesive user experience that enhances your entire digital purchase funnel. Syncing offline promos with digital channels, creating logical paths from advertisements to conversion actions, and coordinating media efforts with CTAs are a few ways that strategic creative can help you gauge which channels are driving actions.
Interested in learning more about campaign attribution? Email Shelley Callahan or register to download our latest whitepaper.
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