E-dreamz Company Blog

The focus of the Internet Marketing industry was once keyword ranking. Over time smart marketers realized that ranking alone does not make a successful campaign and that it is important to tie back efforts to business goals. Analytics are an extremely important part of any campaign and allow Internet Marketers to deliver ROI based on their efforts.

As people study analytics it is natural to start looking for more data and for new ways to use analytics. That is where Marketing Attribution comes into play.

There is nothing new about Marketing Attribution. It has been at the center of many questions and discussions for quite some time. However it has always been a hard topic to nail down. I am starting to see that more companies are coming up with Marketing Attribution solutions.

Marketing Attribution is the process of assigning credit to the marketing sources that led to conversion. You might think that you are already doing this, but are you really? Most analytics credit conversion to the last click into your website. However over 70% of conversion comes from someone who has visited your website multiple times. So how can you determine what convinced them to convert?

Think about this scenario…

Say someone did an organic search for a keyword and found your website. They learned about your company and were interested enough to sign up for your newsletter, but they did not convert at that point. Some time passes and they get an email with a great offer that convinces them to come back to your site. They want to see more details about your offer, but decide at this time they need to do more research on your competitor’s websites.  After doing some research they decide they are ready to make a purchase. They are already familiar with your website so they visit your website directly (not through a search engine) and they make their purchase.

Most analytics will say that conversion came from Direct traffic. Is that 100% accurate? Who is to say which source had the biggest impact on the visitor’s decision to make a purchase? Without the initial organic search they would have never found your website or learned about your brand. Without the email they may have never come back to your website.  

Marketing Attribution looks at the first click to the last click and will give you a better idea of how your multiple marketing sources are working individually and how they are impacting each other. I have already started to see a big focus on this issue from many analytics solutions. It will be interesting to see this year what new capabilities will be provided through analytics to help marketers understand Marketing Attribution.

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