Savvy marketers realize the benefits of omnichannel marketing. They use sophisticated tactics to engage their best customers and prospects wherever they are—online, on their phones, watching video or TV, or out of home.
With digital, marketers have gained the ability to target consumers with relevant content at just the right time and place. So how do we track, measure and optimize this activity? Until recently, most marketers used last-touch attribution, which assigns full credit for a conversion to the final touchpoint in the customer journey. But that was then.
At Nielsen, some of the largest brands in the world have chosen our multi-touch attribution solution. Multi-touch attribution offers a holistic view into marketing performance and the channels and tactics that are most effective. Our expertise gives us insight into both the benefits and the challenges of executing a successful attribution strategy.
De nouvelles tactiques appellent de nouvelles mesures
Brands with more complex customer journeys have found last-touch models lacking, and have started to shift toward more holistic, cross-channel models, such as multi-touch attribution.
That’s because businesses want to leverage addressable media. Addressable media are online channels that collect user-level data that allows marketers to track individual touchpoints and market to individuals along the consumer journey. Addressable media include online ads, video, social media, digital TV and email.
L'attribution multi-touch dresse un tableau plus complet de l'impact de chaque point de contact marketing adressable sur une conversion ou une activité d'engagement de la marque et permet une planification et une optimisation du marketing beaucoup plus granulaires.
But the sheer volume of data generated by cross-channel marketing, combined with the variety of desired business outcomes, can make it difficult to know where to begin.
Here are some of the key findings from our experience with premier companies, including eight best practices for overcoming attribution implementation and adoption challenges.
1. Choisir un chef de projet
Multi-touch attribution reveals how channels and tactics influence each other, which is one of its key strengths. With so many teams set to benefit, it’s essential to establish a single contact within the company who is responsible for driving implementation.
À retenir : Nommez un chef de projet qui veillera à ce que les initiatives d'attribution soient prioritaires et à ce que la plateforme soit mise en avant et adoptée.
2. Sensibiliser les parties prenantes
An early step to a successful implementation is ensuring that all internal stakeholders and external vendors understand what multi-touch attribution is, how it works, why it is being implemented, and what they can expect.
À retenir : Consacrer du temps à la formation des parties prenantes internes et externes avant la mise en œuvre.
3. Définir des indicateurs clés de performance (ICP) communs
Multi-touch attribution breaks down silos, revealing how channels and tactics work in combination to drive business outcomes. To enable this, the entire marketing team must agree on a shared set of KPIs that are mapped to the brand’s business goals.
À retenir : Établissez des indicateurs de performance clés communs à tous les canaux.
4. Créer un plan de données
With a multi-touch attribution solution, for the first time, your data will be gathered, stored and consolidated in a single platform. Create a blueprint that lists the types of data, sources, update frequency, method of collection, format, and resources required to keep the data flowing.
À retenir : Obtenez une vue d'ensemble de vos données avant de commencer afin d'éviter les goulets d'étranglement et de maintenir votre mise en œuvre sur la bonne voie.
5. Construire une taxonomie
Une taxonomie est un ensemble de conventions de dénomination qui fournit le cadre des données dans votre plateforme d'attribution et vous permet d'analyser la performance des dimensions médiatiques qui comptent le plus pour votre entreprise.
À retenir : Définissez une taxonomie qui s'aligne sur la structure et le vocabulaire propres à votre organisation.
6. Fixer des attentes
Since the insights from multi-touch attribution are very different from traditional performance data, it is important to manage expectations. This includes explaining how attributed results should be interpreted. Ensuring your team approaches attribution with a willingness to view marketing performance through a new lens is paramount to success.
À retenir : Apprenez aux équipes de distribution à interpréter les informations avec précision et montrez-leur comment elles peuvent les utiliser pour optimiser les performances et les dépenses.
7. Commencer par un seul canal ou une seule campagne
Many companies make the mistake of taking an “all or nothing” approach to multi-touch attribution. Instead, focus on a single channel or campaign to get an initial set of results and allows you to test your systems and make any adjustments needed.
À retenir : Concentrez-vous sur un seul canal ou une seule campagne pour tester et prouver les performances de la technologie et créer une dynamique d'expansion.
8. Se préparer à optimiser
Learning which channels and tactics drive performance, by audience, at a granular level not only helps with planning and forecasting, but also enables in-flight optimizations throughout the duration of a campaign.
À retenir : Soyez prêts à agir sur la base des résultats de l'attribution pour ajuster vos campagnes en temps réel et planifier des scénarios à plus long terme.
Attribution de rangs pour une nouvelle ère
Implementing a fully scalable cross-channel attribution strategy can seem complex for any business, large or small. However, with proper planning and cross-team collaboration, multi-touch attribution can have a tremendous impact on performance.
Download our ebook: Untangling Attribution’s Web of Confusion to learn more.
