Many businesses run integrated marketing campaigns which utilise both online and offline channels. Until recently, it has been very difficult for brands to track a customer’s journey across both and pinpoint exactly which activities are the most effective and lead to a sale. In addition, many brands fail to track customer interactions post-sale which leads to budget on awareness activities being wasted on customers who have already converted. But how can these challenges be overcome? Sarah Constantinou explains more about why connecting online and offline data for pre and post-sale attribution is now so vital to business success.
Identify channel interactions pre and post-sale
Identifying the point of sale in every customer’s journey is crucial in determining accurate attribution of marketing channels in the sales process. However, it is equally important to understand channel usage post-sale to identify areas of wasted spend or opportunities for improving the customer journey at a lower cost. For example, how much of your PPC activity is driven by customers who have already bought into your brand and are, in fact, looking to make contact about their order or re-purchase products?
By gathering an understanding of the keywords, site usage, website pages viewed and the intent of a customer’s visit, you can identify where potentially alternative channels can be used at a lower cost. PPC brand terms may be secured to protect brand positions but, understanding how much of brand term spend is actually being invested in customers already committed to the brand instead of attracting new business, allows you to make better buying decisions or direct them to more relevant pages on your site.
Online channels give you the opportunity to measure attribution on an individual level, with the use of customer identifiers in email, tracking of display, SEO and PPC impressions and site visits. Although offline channels do not allow that luxury, it is possible to successfully measure the effect of offline activity on online behaviours by feeding attribution models with relevant information such as periods when TV, OOH and Press is active. This allows you to ask whether TV has a positive effect on Social and SEO which means PPC could be down weighted for that particular period.
On the other hand, if your customer journey means that customers have to identify themselves early in the process, for instance in insurance renewals, TV and OOH viewing rates can be applied at postcode level, giving even greater accuracy to the measurements. Tracking codes in printed materials allows data links to be created. Understanding if these channels are driving new or repeat business helps to determine the correct level of investment.
How does connecting data benefit brands?
Data driven attribution models give you the ability to understand the role that each marketing channel plays in the entire customer journey, which channels attract customers and which channels secure sales along the path to purchase. This level of insight not only helps you to understand more clearly the interactive role each channel has but allows you to use this knowledge to send relevant content to customers. For example, email may work better towards the end of the customer journey and push customers towards that final step to purchase. Knowing that these customers have already clicked a PPC ad, viewed multiple pages on your site or have been exposed to a display ad, allows you to tailor your email content to recognise their position in the purchase cycle.
This type of attribution is becoming essential for any brand who wants to compete in today’s market. Customers are demanding more from the brands they interact with, they expect more personalised and relevant journeys, combining attribution results and insights with CRM and online programmes of activities allow you to not only be on the right channels at the right time but to serve the correct content most relevant to individual customers. Customers want you to recognise that they have bought from you before, they’re back on your site and interested in re-purchasing but they’re not quite ready. This goes far beyond sending an abandoned basket email. By understanding how each marketing event contributes to the customer journey, you can decide on the next best action to help deliver maximum ROI.
How can Jaywing help?
Using our tool, Almanac, Jaywing are successfully helping many major brands on this journey. Almanac is our customer data platform which captures all online interactions and combines this data with offline data feeds from CRM and sales databases, feeding into unique data driven attribution models and overlaying our Action Optimiser tool to identify the next best action at a customer level.
To find out more about Almanac and data driven attribution please click here.