We are in a new world where we encounter a ton of marketing messaging on a whole range of digital channels. As a marketer understanding the customer journey is more complicated and detailed than ever. As that is what your customers now expect.
There are many touch-points along the customer journey, from the first engagement to the final goal. These touch points can range from display banners, social media posts, emails, search ads and many more formats. These can be tracked in many ways resulting in large amounts of data. The most important thing is how we use this data to capture deeper insights into customer behaviour and measure the effectiveness of what channels play a role in the final conversion. Keep reading to find out about multi-touch attribution and its benefits.
So, what is multi-touch attribution?
Multi-touch attribution looks at the impact of touch-points along all stages of the marketing funnel. Awareness, consideration and acquisition levels. Looking at the different touch-points helps to identify which platform and channels are the key drivers of conversions and leads. Using this data, you can more effectively decide which areas to invest in and develop messaging for.
Example – let’s say someone sees your ad on Display but later decides to search on Google your brand clicks on a Search Ad and decides to purchase. If you were using a last-touch attribution model you would have missed the real value of that Display ad in the customer’s journey.
Unlike the above last-touch attribution or first-touch attribution model, the data-driven, multi-channel attribution model recognises all steps in a consumer’s journey from first to last.
NLOM has created a customer journey technology to help understand Multi-touch attribution. This shows which channels have an important impact on conversions. For some businesses that have multiple brands, it also helps to identify the cross-brand journey a customer goes through when they are in-market and considering one brand over another.
Below is an example of some of the top customer journey paths. It tells us the average journey duration and the number of journeys in that path.
If you want to find out more about multi-touch attribution and how it can take your marketing to the next level, please contact us!
Before we get into the benefits of using a DMP (data management platform), what exactly is it? In simple terms, it brings in a lot of data from a variety of first, second and third-party data sources. It then organises and interprets customer segments, affinities and behavioural data.
Why is that useful?
Streamlined data In today’s marketing landscape there are a lot of sources where marketers can gather data – email database, e-commerce database, CRM database and many more. Using a DMP can ingest all that first-party and second-party data so you have one cohesive view of your customers. This can then help you identify new lookalike audiences.
New Target Audiences A DMP can find you new audiences using lookalike audiences and audience extensions. Lookalike audiences are those that match your existing audience’s key behaviours and attributes, it uses machine learning to find these new audiences that are likely to interact with your business and convert. Audience extensions use third-party data to find further customers across the internet who fit the outline and targeting you specify.
Cross-device campaign management Using DMP software will allow you to match profiles of your audience across devices. No matter if your audience is on the mobile, laptop or even smart TV, you can reach them at the right time on the right screen. It also means that you can gather information on your audience no matter what device they are using and match it up to one consumer profile. Giving you a better idea of how they ingest media.
Increased Revenue Using a DMP gives insights into many different data points of an ad campaign. It helps you to more accurately target your ads to the right audience which therefore leads to higher click-through rate, higher engagement and higher conversion rates. Hence, a higher conversion rate usually means traffic coming to the site is more likely to spend. Also meaning there is less media spend wastage.
Interested in how a DMP can help your marketing efforts? Contact us today to learn more.
What’s the difference between a Dentist and an Orthodontist? Hard to specify right? The same is true for consumers across Australia. Many people would find it difficult to make an informed decision when choosing a practitioner.
In collaboration with the Australian Society of Orthodontics and their consumer education channel, Orthodontics Australia, we set out to educate the Australian public on the difference between a Dentist and an Orthodontist.
This need was to highlight the importance of the additional three years of training an Orthodontist must undergo to become a qualified specialist.
A campaign was needed to educate the public about the importance of the additional three years of training. Within this campaign, we also promoted a free tool on the website that allows consumers to search practitioners to confirm they are a registered Orthodontist.
We created a comprehensive paid media strategy, utilising a mix of channels to reach the target audiences. Which included:
Advertorial on Fairfax and Mammamia, Fairfax advertorial included a three-piece sponsored content series via display banners and a sponsored integration message box.
Paid Search Ads for brand and generic searchterms on Google.
YouTube and Catch Up TV video ads to drive awareness and consideration. used the 30, 15 and 6 second video edits on YouTube to target our priority audiences. 30 and 15 second edits were used as pre roll and 6 seconds as both pre roll and remarketing. The 30 second cuts were also used across 9now catch up TV.
For display marketing, we ran a series of still and animated banners with a clear call to action across news and lifestyle sites including Newscorp, Fairfax and Yahoo7. We also ran remarketing banners across the display network (for people who have an existing touchpoint with Orthodontics Australia).
Facebook and Instagram ads were used to drive awareness, consideration and conversions. All the campaign assets were brought together on Facebook and Instagram and served up to our key audiences through targeting.
Campaign Reach of 2.7 million
1.6 million complete video views
44% increase in organic search traffic
26,000 people driven to the educational articles on the website
79% increase in overall website traffic
In eight weeks, the campaign reached more than 2.7 million people with over 1.6 million complete views of the brand campaign’s hero video. 26,000 people were driven to the educational articles on the website with close to 5,000 people using the Orthodontist Check tool to find a practitioner in their local area.
There was 79% increase in overall Orthodontics Australia website traffic and as a result, we can confidently say that we have brought the importance of specialist training and qualifications to the forefront of a consumer’s mind.
Talk to us today if you would like to implement a multi-channel marketing strategy.