Forrester’s Tina Moffett had me thinking all day about sales attribution.
Tina pointed out that more than ever consumers have a variety of pathways to learn about and interact with a brand during their purchase path to sale.
From a brand’s Google Adword campaign to its Facebook page, or EM to DM, or a DRTV spot, consumers are being influence by a collection of marketing tactics and campaigns.
You will likely agree with me that this will only get more complex as marketers dream up new ways to target and touch consumers.
And this is why the method marketers attribute sales to marketing efforts seems to be a hot topic of conversation at this year’s DMA.
Do you attribute the sale to the Adword campaign, the offer made on the brand’s Facebook page, or to the email that just blasted?
Well, Tina pointed out that there are a variety of options – each with its own list of strengths and weaknesses – Recency, Rules-Based or Algorithmic method.
The bottom line here is that this is complex stuff but the brands that get it right can look forward to better insight into which purchase paths to sale are working and should be invested in and which should be discarded.
This could be a new way for brands to develop integrated, cross-media marketing efforts.