It’s 2020 and the pressure is on marketers to be able to point to the bottom line and show how they contributed.
Marketers must demonstrate the connection between marketing and the real-world impact your campaigns have on growth. But to do that, you need to be able to truly understand your conversions, where they came from, and how you got there. In order to do that you need to look beyond first-touch and last-touch, and follow your customers on their entire journey. That’s where Multi-Touch Attribution comes into play.
The latest guide from Adjust, The Essentials of Multi-Touch Attribution, gives marketers everything they need to know about one of the hottest topics in mobile. Explore the challenges of Multi-Touch Attribution as well as the different approaches. To get deep insight into the best practices you need to follow to be successful with Multi-Touch Attribution download our guide today.
Not quite convinced? Here’s an excerpt from our report to give you a preview of what’s inside.
6 Best Practices for B2B Multi-Touch Attribution
If you’re getting started with Multi-Touch Attribution, there are some basic considerations that you have to think about. From data issues to project management, here’s a quick checklist to run through before you get started.
- Change the way you think — Multi-Touch Attribution is a big step up from traditional performance data, and so it’s important to manage expectations. You’ll need to revise how you interpret your results, as the impact that one channel has on another is often underestimated, particularly as the results have often been looked at in isolation to each other. It’s critical to make sure that your team knows that the parts are no longer separate. To do that, you need to teach them.
- Educate key stakeholders — An early step to making sure implementation is a success is ensuring that all stakeholders understand what Multi-Touch Attribution is, what it will mean to the business, why it’s being implemented, and what a good outcome will look like.
- Create new, shared KPIs — Speaking of success, it’s critical to apply a few KPIs to ensure you’re heading towards your goal. Since multi-touch is so broad, it will likely tie stakeholder targets together, and so your team needs to agree on a shared set of KPIs. This will allow an integrated view of performance.
- Plan how to handle your data — Your data will now span across multiple campaigns and touchpoints, and will require a lot of extra handling when you’re getting set up. Creating a blueprint that lists the types of data, the sources, methods of collection, format, and so on, will help get your head around the task, and help mitigate some early mistakes.
- Start small — It’s important to get up to speed with repeated testing of smaller campaigns. You shouldn’t rely on multi-touch from the start, but slowly build campaigns, test, and make sure implementation is right. If everything works out, you’ll also have the perfect internal case study to help convert more skeptical team members.
- Optimize — The essence of Multi-Touch is an understanding of many touchpoints driving performance together. That means there’s much more scope to tweak between each and improve your conversion funnel on a microscopic level. Your team will need to look at ways to improve the effectiveness of different elements of your campaigns, from ad sizes, to copy and creative executions on a granular level that wasn’t perhaps quite so necessary as before. However, small tweaks can have a big impact.
Download the report now to get the full picture on Multi-Touch Attribution.