16 Jan 6 Ways to Use Attribution Modeling in the Google Marketing Platform
The Google Marketing Platform gives you a matrix of options to meet your attribution needs.
As every savvy marketing leader knows, a robust digital marketing strategy requires the ability to measure ROI clearly. It requires quantifiable efficiency or a way to understand how your marketing dollars are impacting conversions at a level that is granular enough to guide optimization.
It’s essential that your marketing team can connect your media performance with conversion rates, and it’s also important to use concrete metrics to understand where you should shift your budget for optimum ROI. In fact, that is the basic definition of marketing attribution. Here’s a more in-depth definition from the Interactive Advertising Bureau:
Marketing Attribution is the process of identifying a set of user actions (‘events’) that contribute in some manner to the desired outcome and then assigning value to each of these events.
Attribution is a hot topic – as an analytical instrument, you can tie value directly back to your bottom line- and its relevancy will continue to grow as more accessible modeling options are released.
But building out an attribution program can be intimidating. Internally, there are technical considerations, resourcing considerations, budgetary considerations, and work culture considerations.
For example, how will your paid search team feel about new attribution processes vs. how your programmatic display team will think about those same processes? What does your analytics team think about attribution? Will your direct mail department even acknowledge attribution as a tool? Most importantly, you’ll need to decide which attribution model is the best solution for your needs as a company.
At DELVE, we help our clients answer these exact questions. So we’ve to developed our Model This series – in it, we’ll dive into six ways that your team can use attribution modeling in Google Marketing Platform so that you can find actionable insights into your customer journey.
A rule of thumb at DELVE is that the best solution is the one flexible enough to adapt to each of your business goals. Out of the box, solutions are a good starting point – they can get you most of the way there, but to truly excel in analytics, you need the right technology that’s agile enough to account for nuance. One size does not fit all in data!
That’s why we agree that the Google Marketing Platform is the top marketing platform on the market. Google Marketing Platform provides native integration across a diverse set of digital marketing tools, which gives you the ability to customize data measurement to your specific goals.
A customize approach to data measurement is especially vital within the context of attribution, and the Google Marketing Platform offers something most competitors don’t: customizable data measurement options.
Join us in our six-part series here on the blog, and learn more about attribution modeling in the Google Marketing Platform: