The success of an attribution model begins by understanding the Customer Journey Map or Map of the Experience of our client , that is, what is the step-by-step process that our potential client follows to solve their problem or satisfy their need: What tools do you use to research the products and services you buy? In which social networks do you interact? Who do you talk to before making the purchase decision? What devices do you use? What means of payment do you use? What factors influence your decision?, etc. When we have built the detailed path that the customer follows during the purchase process and we are aware of the elements that can influence for or against the final decision, we will have a clearer perspective of how the customer can use the channels that we have put at your disposal. 2. Integration of marketing channels With the Customer Journey Map built, we will stop seeing channels as independent tools and begin to understand them as part of an integrated process.
In this context, it is important that you take into account both offline channels and online channels, since in the end they can all influence the final purchase decision. A mistake that many entrepreneurs make is not taking advantage of the features and functionalities of each channel in particular, simply limiting themselves to replicating the information of one channel in all the phone database others. For this reason, it is essential that the global strategy includes all marketing channels in an integrated manner , understanding that each channel contributes differently to the process. 3. Different clients, different processes A company may have different customer segments, so an attribution model must be built for each of them. Each customer profile has its particular characteristics, its own fears and uses different tools when interacting with other people or companies. If you understand this and design separate processes for each type of client, the effectiveness of your strategies can be optimized much more effectively.
4. Data is everything Personally, I think that the greatest benefit of implementing Attribution Marketing Models is the possibility of obtaining very relevant and structured data and information for decision making. It is much easier for you as an entrepreneur to define which channels and strategies to invest in, if you have clear data that supports their effectiveness in each part of the sales process. 5. Constant optimization Finally, the essence of Attribution Marketing is to allow companies to optimize their sales processes and help them achieve better results. Make sure you are constantly analyzing the information from your attribution models, otherwise you will lose valuable optimization opportunities in your business. Are you already implementing Attribution Marketing in your business? Leave us your comments and contributions on the subject. If you want to learn more about it, you can download the Collaborative White Paper on Marketing Attribution for free here . In it you will find more keys and tools to build your attribution models.
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