I Have My Multi-Touch Attribution Reports, What Do I Do Next?

By Cameron Horton

What would you do differently if you only had the right information within instant reach? Understanding what marketing and advertising campaigns and channels are making the biggest impact is one of the major benefits of multi-touch attribution.

Attribution provides you with a report that takes into account all of your marketing channels, including digital advertising, offline channels like direct mail or in-store touches, organic SEO, and more. You can then see the return by channel, campaign, and more in comprehensive and easy to view reports.

With all of this valuable information at your fingertips, where should you start? In this article, we’ll explore some ideas of how you can make the most of your multi-touch attribution reports.

Having all of your data in one place means you can easily compare performance and ROI between channels.

What to Look for When Reading Your Reports

Your Attribution reports will give you insights into many important things such as your return on investment by individual channels or campaigns, your return on ad spend, and even give you insights into individual customer touchpoints to better understand typical and non-typical journeys to conversions.

If you are new to multi-touch attribution, or our Attribution product, it’s a good idea to familiarize yourself with the different types of reports available. From your Dashboard, you have several options available to you, including reviewing campaign or channel performance, customer paths, and more.

You will quickly see that there are a lot of great insights you can gain, and since the data from all your marketing and advertising channels is in one place, you don’t have to switch between platforms and reports to get the valuable information you need in order to make more strategic decisions.

Prioritizing Your Findings

As you can see, your multi-touch attribution report has a lot of valuable information in it. You might find many things that you can use to help your marketing and advertising efforts perform better. In some cases, it may be hard to prioritize your next steps.

Because there is a wealth of information available to you through Attribution, it’s important that you prioritize what you want to do with the insights it shows. For instance, there are a few ways you could start, including:

• Discovering return on investment by campaign or channel in order to make budget and resource adjustments
• Creating a plan to reduce cost per acquisition in order to hit new marketing or sales targets
• Analyzing the customer journey using the detailed user history in order to optimize key customer touch points and improve the customer experience

Prioritizing the findings from your multi-touch attribution report will help you take the best first steps that will make the biggest impact on your marketing, as well as on your bottom line.

Taking Action and Optimizing Your Marketing

Once you’ve prioritized your next steps, it’s time to take action to optimize your efforts. With the data that Attribution provides, you have a window into attribution and performance across all channels, whether they are online or offline.

Implement your campaign or channels according to your prioritization, and you will be able to see their effects within your multi-touch reports. Then, create a plan of action to regularly review and make adjustments to your performance where necessary. Knowing that the wealth of information available to you from Attribution is only a click away, doing so won’t require hours or even days waiting for data to be compiled from multiple sources. This lets you focus on making strategic decisions that can move the needle for your marketing efforts.

By taking smart steps to utilize the insights in your multi-touch attribution report and create a plan to optimize them over time, you can set your marketing efforts up to be successful now and well into the future.

Understanding your multi-touch attribution reports, prioritizing what to do next with them, and creating a plan to continually optimize and improve your efforts will make sure you achieve higher and higher returns on your marketing investments. Having valuable attribution data at your fingertips gives you more time to spend on creating and executing the best strategy. For more information, read more about Attribution or contact us.

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