How we helped our client improve ROI through optimizing marketing channel attribution
Optimizing marketing channel spend was a challenge
We engaged with our client who wanted to expand their B2C sales, but struggled to find success through their current digital marketing strategy.
The company had implemented Facebook, Google, and Pinterest campaigns. However, they ran into challenges determining how to allocate budgets and attribute sales to specific marketing channels. Each of the channel representatives argued that they needed to increase budgets so the lack of clarity made it difficult to plan.
Without a standardized process, the company was unable to accurately measure the success of their campaigns which led to frustration about the effectiveness of these channels.
Understanding the big-picture
We took a look at their challenges and proposed a new strategy. Because our team of specialists has extensive experience in digital marketing, we could see right away that the client's current attribution process wasn’t set up in a way to show true and actionable insights.
Looking through the data, we realized our client didn’t account for cross-channel influence – they were not correctly attributing the sales they were making to the proper channels. This made it difficult to know what was working and what needed to be improved.
We knew that to improve their campaigns' success, they needed to set up a standardized attribution process that would allow them to track their ad spend, customer journey, and sales attributed to the correct marketing channel. This would enable them to make smarter decisions about where to shift their ad budget and drive better ROI.
What did we do to solve the problem?
First, we created new attribution rules tailored to the company's needs and goals that were flexible enough to be applied to all historical and future data. Then, we applied these rules to the company's previous campaigns and developed an accurate view of the current performance to create baselines for future performance.
By implementing our attribution model, our client could accurately track their campaigns' performance across all platforms. This allowed them to measure campaign success and to identify the most effective channels for their marketing efforts.
In addition to standardizing their campaign attribution, we provided our client with insights and strategies for improving campaign effectiveness. Because we specialize in understanding the goals of medium-sized businesses, we used that experience to identify areas for improvement, including:
- Using enriched data to determine specific targetable segments
- Identifying the right stage of the customer journey to re-target customers
- Leveraging AI to create more engaging ad content
Measuring the impact
After completing this work with our client, their marketing campaigns improved to generate a 20x return on ad spend. More importantly, as they scaled up their digital marketing efforts, our process enabled them to accurately measure and continually improve upon the success of those campaigns. They now have the tools and strategy to achieve their marketing goals today and in the future.