My talk from #HeroConf Philadelphia on April 26th, 2016. I had a blast and had about 125 people in the room out of the 547 people attending the conference.
Last click isn’t dead, it’s just retiring. In order to put your budget and time into marketing channels that will grow your business, it’s critical to understand how to attribute your conversions.
The attribution model Duane built can work for any startup or brand. It gives marketing teams a bird’s-eye view of what is and isn’t working, i.e. what campaigns are not just driving brand awareness but also getting customers to purchase your product. Are you ready to meet the modern consumer? In this session, you’ll learn:
How to move off last click and take a more holistic view of your business
How to attribute your conversions across the business
How to work better with the rest marketing & function as a squad
Find out what any acronym, abbreviation, or initialism stands for with acronymfinder.com. Great handy tool if you need to save space on your AdWords search ads. Learned about the site from #HeroConf Philadelphia this past week. Approved by Google and Bing too I hear.
I get pitched a lot from vendors across the marketing industry who say they have the platform to solve my marketing challenges and make me more money. However, most can’t do it without giving their platform more credit then it deserves in our attribution model.
Yesterday I got pitched AdLinks. The platforms lets a brand create s shortened URL that cookies a person each time someone clicks on the link. Once that happens the person will start to see banner ads for the brand around the internet. This is a semi-remarketing play because the person doesn’t have to go to your brands website, you can send them to any site with the shortened URL. People seem to be doing these new ad styles becomes of ad blockers I feel.
With 20% – 35% of people using ad blockers (more UK stats) across all age demos and most income types over the last few years. This doesn’t seem like a trend that is going to slow down. People are trying to stop seeing all the bland, boring or low relevance ads that are taking over their screens. It seems that every marketing platform is trying to find ways to put more banners ads in front of people, which is the main reason why people are using ad blockers to begin with.
Google has someone use multiple emails & profiles and has no way to connect them all together. I know Google often plays the long game but even from a short term point of view, I feel this is starting to hurt than help them. If Google doesn’t know all my profiles then how can they get a better understanding of who my whole self is online and what I like or don’t like for that matter.
In our last post we ended off with our attribution worksheet above filled out. Looks great doesn’t it? Now comes the hard work. Where do you spend more money? Where do you spend more time?
Some looking at the above sheet some might say spend more money and time on ebooks (campaigns 7 & 8) or spend even more on the conference (campaign 3), which are logical and Solid answers. I ask myself first, can we scale the conference campaigns and grow it into a power house. The super long tail of conferences is no joking matter. Conferences are the long game and you shouldn’t join if you’re not willing to invest.
I’d look to put my money and time into product launch (campaign 9). The reason is the costs are low to start, there is some early traction across last-touch, assisted conversions and even LNDC. If people do buy better versions of themselves then we can build a great long-term campaign around a feature that helps customers become better versions of themselves. Outside of saving them time and money of course.
Every brand and company will be different and you’ll have to play with your worksheet and test out theories. However, for most brands, if you focus on widening those who know about you through ebooks & conference(s) and get people to convert because of your features & you make them rock. You’re on solid ground.
Working in the performance marketing space for 8 of the last 10 years has been amazing. I’ve been able to use many tools and services to do my job better (and faster). Maintaining quality should always been […]