I’m speaking at Digital Summit Minneapolis on July 26th at 11am. I’m going to do a revised and shorter version of my talk I gave at HeroConf Phillidalia I gave back in April. This will be my first time to the midwest that doesn’t involve Chicago and I’m excited as can be.
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
I’m lucky to have been picked to speak at Hero Conf that’s taking place in Philadelphia, Pennsylvania this year. Last year I attended the event in Portland, Or which was great as it was the first time I got to see the city and take the train down the West Coast. I digress.
I’m going to talk about attribution for my talk and how to use it to figure out where to spend your money and time within your marketing team. Attribution has been a hot topic. on my blog the last year or so.
Hope to see you in Philadelphia April 25 – 27th, 2016.
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.
…as I try to figure out a model that works for startups. It’s not perfect, though it’s a starting point and good is certainly better than perfect so we can launch something and iterate as we go.
If you’re a startup and resources are scarce and you can’t get money to use an attribution vendor (yet), than we’re in the same boat and this post is for you. So today I want to share the framework I’ve started to work on and what shape it has taken. To build this framework I started by answering the 3 attribution questions in my last post.
Defining Success and our Attribution Window
Customer signing up for the service is our main KPI. However, I also look at people subscribing to the blog, downloading an ebook or whitepaper. The last two are tracked because maybe a campaign you thought would be for driving customer acquisition, is actually more suited for blog subscribers or getting people to download an ebook. If your company offered webinars or product demos and you’ve those as goals (or events) in Google Analytics, than you can add that to the spreadsheet below.
I picked a 30 day attribution window for the cookie that sits on a customer’s computer. However, when I think about the effect of a campaign and how long to look at it after it launches. I picked 90 days because we don’t generally have long sales cycles and if someone takes longer than 90 days to convert, it becomes a mess to track. If I had more time I’d look at 180 days after a campaign launches to see its effect on the business. Maybe that will be round two for next year.
The spreadsheet below is what I created when I put everything together. I added in a threshold of $500 for campaigns we track in this birds eye view because anything under that limit doesn’t tend to have enough data to make a proper informed decision that doesn’t risk getting a false positive for you campaign and data. All data is fake below and just to give you ideas of what your could look like.
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