Marketers are in danger of ignoring some of the most powerful ways attribution can address their top marketing challenges, according to a new report.
The report, 5 Unexpected Ways Attribution Can Boost The Bottom Line, was produced by The Drum in association with Rakuten Attribution.
Marketing attribution, the process of using advanced analytics to allocate proportional credit to each marketing touchpoint across all offline and online channels, is a commonly used technique.
However, the report suggests that to make optimal use of their investment in attribution, marketers need to start asking different questions about what it can do.
The report explores five areas, not commonly associated with attribution, of a brand’s business where is can help increase revenue and ROI.
The subjects covered include using attribution to segment new and existing customers and develop tailored marketing for groups of users; market specific products and categories more effectively and deliver the right message to the right customer; and improve the effectiveness of abandoned basket campaigns.
The report contains a range of insights, case studies and top tips to help marketers better plan their use of attribution technologies.
Contributors to the report include Kieran McAlpine, Paid Traffic Manager, Schuh; James Libor, Marketing Technology Manager, Virgin Holidays; David Taylor, Digital Director, Accord Marketing; Tim Elkington, Chief Strategy Officer, Internet Advertising Bureau; and Ben Latham, Director of Digital Strategy, Summit Media.