Process of marketing attribution
The marketing attribution process can be easily defined as a few key steps:
- Understand the purchase journey: Use demographic, psychographic and behavioural characteristics of your customer or consumer to get inside the customer’s or consumer’s head and to obtain real insights on what drives them to buy. Look for the moment where they decide to purchase your product, and identify the channels that they go to for information to assist them with their purchase. This is all founded in conducting primary and secondary research.
- Understand the decision making process: Examine all of the touch points your customer will engage with or be exposed to during the journey. Start bringing together attribution models to obtain a rich picture of the journey they take to purchase your product or service, category or brand. Whilst you are an online business, it’s important to remember that customers and consumers shift between environments (online and offline) and devices (from desktop computer to mobile devices). So make sure that you examine the touch points from both online and offline, desktop computer and mobile device perspectives.
- Undertake research and use data:It is important to not make judgements based on your own experiences but focus on the genuine customer. Use your research data to construct your customer journey and eventually your persona. </ul>
For an easy to understand guide on attribution modelling, check out ‘6 Keys to Digital Success in Attribution Modelling’ by Optimize Smart.
© RMIT University 2016