OFFLINE & ONLINE ATTRIBUTION

By developing a clearer attribution model – shaped for your specific needs – you’re able to make more informed decisions, get more focused on shaping the message to the media – for more impact and greater engagement – and enhance your ROI, making more sales while spending less per sale.

What kind of model suits you best?

There are a number of different models and attribution approaches. But whether you need a single-step attribution model or a multi-step model (including first and last attribution, first middle and last, and all point attribution) Shout’s experts can help.

We look at five key steps.

1. Set up
2. Initial launch
3. Measurement and adjustment
4. Expand the reach
5. Mass effectiveness

Set up

Shout will establish the foundations of your campaign, seeking to understand your business and brand challenges, your sales expectations and ROI needs, understand the best base customer type and sales goals for the campaign.

We set strong data foundations. The better you can use your data, the better your campaign will be. Shout starts by establishing a single view of your best customer, understanding your systems and ensure appropriate connections between the campaign, the customer and product. From this we create a buyer journey map.
This includes making sure we understand which channels you want to use and use proven online data attribution models to ensure channels are tagged appropriately. We will also work with you to agree lead scores, measurements and KPIs, and the attribution model we believe will be most effective for your business.

From this, we can help you conduct a cost benefit analysis, and help you help your senior people understand the approach and the expected returns.

Initial launch

We never assume a perfect understanding of the future. Even with the utmost confidence in our attribution capability, we launch, we measure, we adjust and we run – constantly looking for ways to improve each channel.

We develop views of customer types – looking for large customers sets who share similar behaviours. This includes prior purchase, and in store visits.

We work with your people to ensure we understand the intent of each message, providing input where we can add value. Then we launch.

Measurement and adjustment

We will often start small. This can be a one-off execution, run several times on the same channel – offline or online – with a clear offer to allow us to see the effectiveness of that channel. We test this. We measure results. Then adjust the campaign to optimise.

Expand the reach

Based on the findings of our initial campaign, we then stretch the campaign into either new channels or to more diverse customer types. By increasing the numbers of people we can reach – either through more diverse channels or through different cohorts to create a wider customer net – we can match the findings against the initial attribution scores and determine the effectiveness of each new channel.

We do this through a number of direct response communications with either offline (in store) or online (eCommerce site) redemption offers.

Measuring and optimising this, increasingly personalising the campaign both on-site and through various relevant channels, helps us develop a bespoke offline and online attribution model, unique to your campaign and your customer types, which can be further and further refined and rolled out across new campaigns – driving long-term effectiveness.

Mass effectiveness

The more we understand the buyer behaviour, the more we can attribute (with confidence) the effect of each channel and the more we can understand how much we can expect from each campaign before we suffer from diminishing returns.

We can provide you with a clearer understanding of your return on marketing spend and help you know which channels work best. We can even help you understand how some channels which may at first seem to be underperforming, actually work to enhance the messaging in other channels.

The data can then be leveraged to create more effective, broader reaching campaigns, develop targeted loyalty campaigns and evergreen offers for specific audience groups. In each case, working to make your campaigns more and more effective, year after year after year.

We can also help you explore the benefits, set up, and run an effective mass personalisation program. Mass personalisation is fast becoming the benchmark in contemporary retailing, whether you’re an eCommerce shop, a bricks and mortar retailer or a mixture of both. You can read more about Shout’s expertise and capability in helping you provide multi-channel, multi-audience personalisation that can scale – driving audience growth and sales results – here.

Call us now

For more information on how clever attribution and proven attribution models can help make your online and offline marketing efforts work together, call Shout today.