In this day and age where consumers interact with you as a brand through multiple digital channel using multiple devices. In this presentation Tamar's Head of SEO argues how crucial it is to to have methods in place to give credit to all of your digital marketing channels with Attribution Modeling. The presentation also touches upon how attribution modeling makes it easy to create and compare models so you can improve your future marketing activities.
25. SOLUTIONS
•Verify all your marketing channels are tracked
•All cookie-level data is available
•Identify a partner with extensive analytics experience
•Understanding your multi-channel funnel reports
•Invest in specialist analytics tools
•Clarify the problem you are solving for your
management team. O2S or AMS or ADC.
•Start to experiment with the simple models
•Create your own custom attribution model
•Carry out controlled experiments with your different
digital channels Measure outcomes. Go back. Analyze the
data. Change some more.
•Create a detailed monthly report
•Create a process of continual improvement