This document discusses when and how to shift or optimize media budgets across different marketing channels. It provides tips for marketers on attribution, understanding the customer journey, and evaluating platforms before making budget shifts. The key points are:
1) Marketers should start by understanding attribution across online and offline channels to know which channels are contributing to conversions.
2) They should optimize platforms within channels by reviewing targeting, audiences, bids, creative, and tracking before shifting budgets between channels.
3) Marketers need to consider measurement, diminishing returns, what to shift budgets to/from, and avoid pitfalls like moving budgets too quickly without testing or abandoning platforms prematurely. Planning shifts and remaining flexible is important.
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THE PATH TO PURCHASE HAS MANY STOPS
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START BY UNDERSTANDING ATTRIBUTION
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• Online to Offline (MCA – O2S): In this model the goal is to understand which digital marketing channels
contributed to a particular offline conversion.
• Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple screens and advertising
channels (TV, Print, Digital)
• Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital channels and touchpoints
(Search, Display, Social, Mobile)
• Post Conversion Attribution: Measuring phone calls and post-lead downstream sales through CRM
integration.
Attribution is the science of using advanced analytics to allocate proportional credit to
each marketing touch point across all online and off-line channels, leading to a desired customer
action.
– Forbes.com 12/02/14
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DON’T FORGET ABOUT ASSISTS
Non-Brand keywords are the
@JohnStockton of digital marketing
#Assists #PracticalAttribution
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#1 MEASUREMENT & ATTRIBUTION
Start by understanding attribution & getting the right metrics
aligned with each platform.
• KPI’s per Channel?
• Engagement vs Direct Response
• Acquisition vs Retention
• Device Specific KPI’s
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#2 PLATFORM & CHANNEL OPTIMIZATION
Dive deep in any given channel (search/display/social/video)
to make sure each platform has an optimal mix of:
• Targeting
• Audiences
• Bids & CPMs
• Creative
• Landing Page
• Tracking
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THE “CHECKLIST”
ü Plan to shift and remain fluid
ü Don’t get caught moving too slow (or too fast)
ü Take the time to understand attribution
ü Evaluate shifts within channel as well as channel-to-channel