Quantifying Campaign Success

Attribution & Match-Back

Marketing attribution has been the white whale of the digital funnel since marketers first began buying keywords and running online campaigns. However, attribution has remained mostly infeasible due to the anonymity and time-related decay of cookies.

Site analytics tools monitor trends, tell you how many people visit your site, and count what pages they land on. Expensive marketing attribution platforms use a sampling methodology to feed analytical models to forecast future behavior. Neither approach connects the dots in a manner that provides the necessary confidence.

Marketers are still largely dependent on sign ups and conversions to link information about their website visitors to promotions. The default understanding of attribution in today’s market is defined by the last click. Approaches like view-through, full-funnel, fractional lift, and others are just accommodations to explain a fundamental plumbing problem. In truth, all of these measuring sticks are anything but deterministic. At best, they’re misleading.

Being able to validate a specific marketing activity as the driving source of user engagement is key to the success of any marketing program. With 85% of users online and most campaigns becoming multi-channel, the next step in successful marketing measurement will come from being able to confidently match-back store visits and transactions, website visits, and online purchases to online promotions.

CRM files, path-to-action, and business outcomes have to be connected in a successful account-based marketing process. Semcasting’s patented IP Targeting platform and Site Visitor Attribution (SVA) technology connects the dots from CRM onboarding to multi-channel attribution:

• • Onboard your CRM file as addresses or emails to identify their digital delivery points at work, home and on any device.

• • Measure website traffic to select pages and interests. Reverse-Onboard website traffic to identify future prospects and engaged profiles.

• • “Match-Back” all of your customer and prospect touch points; from CRM or prospect files to the ads served, website visits, store traffic, emails, mobile devices, and outcomes.

Remove the guesswork – let us show you how deterministic customer engagement can be part of your solution. Download our Site Visitor Attribution Overview.