Convert the most valuable customers.
The fact is that marketing costs money. It is only natural for marketers to want to know what each interaction is worth, and to maximize clicks and conversions for each dollar spent.
But dwelling on clicks or conversions in isolation means businesses are missing key opportunities to really connect with customers and grow the value of those relationships.
Attribution helps you understand your customers.
It can be difficult for marketers to move beyond simple cost-based metrics. But to understand how customers convert and the value attached to those conversions, you need a more sophisticated attribution model.
In this article, you’ll learn:
- Why shifting thinking from conversions to customers helps you drive ROI
- How attribution models help you evaluate the entire customer-brand relationship
- The power of analyzing a range of engagement factors from creative to message to channel