The ABC’s of Better Marketing Measurement

August 22, 2019 Anne Curtin

Look to your left, look to your right. If you’re like most marketers you’ve got several internet-connected devices within arm's reach.

At home, at work, or on the move, technology is becoming more important to our daily lives. And as our behavior changes, business is evolving along with us.

Brands in many industries now think about engaging customers in new ways. Instead of creating separate experiences for desktop, mobile, laptop, and tablet, forward-looking companies are pursuing a holistic approach—an omni-channel experience that is cohesive and seamless for customers no matter what tech they’re using.

The same principles that apply to customer sales and service are also true for advertising and marketing. Omni-channel marketing is a strategy brands use to create personalized, contextually relevant experiences for each customer, across online and offline channels, as well as across devices.

Brands as diverse as Starbucks, Disney, REI and Sephora are leading the pack with omni-channel experiences across mobile, website, in-store, and app.

It’s not enough any more to be marketing on multiple channels. You can have amazing mobile marketing, engaging social media campaigns, and a well-designed website, but if they don't work together, it's not omni-channel.

Mastering the Challenges of Omni-Channel Marketing

Given the heightened expectations and fickle loyalties of today’s consumers, it’s hard to argue with the goals of the omni-channel concept. But even the most sophisticated brands recognize that executing an omni-channel strategy is a daunting task.

With so many channels and touchpoints, how can marketers track and measure all of those interactions and harness the insights needed to successfully implement their omni-channel programs?

Advanced marketing measurement is an approach that provides answers. But before adopting these new techniques, many brands need to make a mental shift. Here are three stages of adoption— the ABCs that will help you make the leap.

A: Accept

Long gone are the days when a single channel, one-size-fits-all marketing approach was sufficient to drive successful marketing campaigns. Today, consumers interact with brands on more channels than ever before when making a decision to buy.

Although this allows marketers to access several orders of magnitude more data, harnessing that data and leveraging it to measure accurately and optimize your overall marketing ecosystem has become increasingly complex.

Last-click measurement simply isn’t accurate, since rarely can a single channel be credited for a conversion. Nor does it provide any insight into the audience or which channels and messages engaged the consumer best.

Only algorithmic marketing attribution provides the technology infrastructure needed to collect and manage massive amounts of marketing interaction data and deliver actionable insights into the way your target audience interacts with media.

Marketers, accept the reality that, in an omni-channel world, last-click’s days are over.

B: Believe

Marketing attribution is not a leap of faith. It provides evidence for the influence that every channel and campaign has on the other, and helps identify the right mix of tactics (channel, creative, message, etc.) that produces the greatest performance.

Omni-channel marketing is about creating relevant and personalized experiences. Algorithmic attribution not only enables you to integrate offline and online data to achieve a single customer view, but also to layer in first, second and third-party data to gain a richer understanding of the “right” audiences to target, what products or services are most relevant to them, when they are most likely to buy, and the optimal combination of marketing tactics needed to convert them to a customer.

Marketers, believe that your insights—and your results–will improve with a better measurement approach.

C: Create

Knowing how individual consumers interact with your brand enables you to create better, more relevant messages for specific audiences. Dunkin’ Donuts is a great example of a brand that is deploying omni-channel strategies to strengthen and integrate the customer experience.

This legacy brand still allocates significant budget to traditional print and broadcast outlets, as well as to display advertising, but its advertisement might now ask you to text a shortcode for a free cup of coffee or use its mobile barcode scanner to get a special donut.

With a robust attribution platform, Dunkin’ Donuts can tailor the appropriate message at the individual level, as well as track all of its marketing programs to see which are the most effective, enabling it to adjust spend accordingly.

Marketers, improving your measurement approach will allow you to create more relevant and effective messages.

A New Era of Marketing Measurement

The era of omni-channel marketing is upon us. To deliver the personalized experiences consumers expect, brands must have best-in-class marketing measurement technologies in place to harness marketing interaction data and turn it into accurate, actionable insights.

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