Attribution has come a long way since Fritz Heider’s theoretical starting point in the 1950s. Quantifying the influence of each impression on a customer’s decision to purchase is a task peppered with doubt. Marketing agencies often try and take the credit for attribution statistics, leaning on any data available and complex attribution models for support. Confusing statistics, puzzling conversion rates and muddy analytics are common place. At Greenlight, we make attribution simple.
The key to successful attribution is understanding every marketing channel; from paid and organic search to affiliate marketing and social media. Knowing where to invest your assets is simple when your digital agency has a firm hold of all marketing channels. Understanding and implementing the data you have access to in an effective way is our approach to executing and actualising attribution. We understand ROPO (Research Online, Purchase Offline), e-commerce trends and media placement metrics. The best part? We convey this to our clients in a single customer view.
Choosing the right attribution partner can be as confusing as the world of attribution statistics. Fortunately, Greenlight have a wealth of experience working with all of the major attribution platforms, so not only can we make attribution simple, we can help you choose the right platform for you specific needs.
Our team will help build the models that are right for you and then facilitate governance meetings to ensure the model is regularly reviewed, tested and amended on a regular basis, meaning you are constantly pushing budgets into the channels that are paramount in the customer buying process.
Your customers have an ever increasing number of ways to engage with your brand, ranging from PC through to smartphone. Over the past few years analytics platforms have made great strides in following customers across platforms. However, Greenlight take this insight to a new level by helping you understand not only your customers in an online world, but also those who eventually complete their conversion over the phone or in a physical store.
Rowan Grace Evans will lead a roundtable debate on the subject of ‘Going beyond the point of sale: How brands must become creative publishers to engage the consumer for the long term’, at America Squa...Read More