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The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
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- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: attribution
Content marketing is one of the most difficult digital channels to measure for ROI, per recent research from Econsultancy and Oracle Marketing Cloud. In a new survey of more than 200 B2B content marketers, Seismic and MarketingProfs find that 64% of respondents feel that measuring their team’s influence on revenue is very or somewhat important. The study outlines the different metrics respondents would like to see to tie revenue to content.
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:
- Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
- Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
- Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
“With great marketing technology spending comes great ROI responsibility.”
A closer look at retargeting, programmatic advertising, and performance marketing.
Due to its prevalence, it’s easy to lose track of how new the programmatic advertising industry is. And as with any new industry driven by a disruptive technology, things are changing quickly. We surveyed 1,050 US marketers across industries to uncover how businesses are adopting new marketing opportunities brought about by programmatic advertising.
- Marketers invest heavily in programmatic across all channels. 32% of marketers spend over 50% of online advertising budgets on programmatic.
- Marketers think mobile first, despite persistent challenges. The percent of marketers retargeting on mobile jumped from 54% to 82% in 2015.
- Attribution continues to be a hot topic. The number of marketers who have adopted an attribution model that tracks multiple customer touch points, rather than a single-click model, has nearly doubled from 24% in 2014 to 40% in 2015.
The part of interest has to do with attribution. Behind a quick reg form.
ROI also forces a skewed perception that slants toward short-term results.
The problem with this is that most modern online marketing strategies rely on accumulated payoffs that grow over time. For example, in content marketing, one good piece of content doesn’t offer a one-time return upon publication. It can be syndicated, expanded, and even left alone to continue compounding its value. Theoretically, every piece of content you create will carry value for you indefinitely in the future, meaning your ROI measurements are biased in two ways. You’ll always be measuring the present benefits of past efforts in addition to present efforts, and you’ll never measure the full potential your campaign has.
You need to compensate for this when thinking about the “value” of your marketing campaign. Measurable ROI alone isn’t enough to accurately capture the entire significance of your campaign—at least for long-term strategies like SEO, content marketing, or social media marketing.
There’s far more in the article, but our stance is simple: if there’s an investment in online marketing, then there needs to be a return from that investment that solely focuses on the $$$.
Using your analytics platform to hold information about offline activity and conversions, that started with an online journey, is the best solution to problem. This will give you a solution that works for all your online efforts and not just a specific ad platform.
For this to work, you need to make it possible for users to share an ID between their online sessions and your CRM database. This is then used to record what happens with the customer once you have their details.
There are two possible ways to do this, by using either the UserID method, which is the most effective, or the Client ID method.
Here’s how you can implement these changes:
Make sure your sales team is aligned with your strategy and effectively following your leads through the funnel. Your platforms, such as social media management software, should be flawlessly integrated with your marketing automation and your CRM platform, such as Salesforce.
Analytics are driving so many marketing strategies as of late, it’s surprising companies got by without them. While all marketing automation platforms have some form of analytics, you can also have a separate program to strengthen your comprehension of what works and what doesn’t. Having a proper analysis platform can take a statistics-driven plan to the next level. Some statistics hold more weight than others and can have a positive impact on aiming content to your audience or understanding customer needs. Engagement is a huge part of this, so make sure to look for an analytics program that includes numbers about user interaction.”I sco
I scooped only these two factors (CT for others). Here’s the critical factor that’s missing: what ties everything together so that proper attribution can take place?