Previous blog posts looked at engaging with audiences and which metrics to use when analysing campaigns. This blog post will cover the importance of interpreting your data and being able to attribute any conversions effectively.
Be attentive to cross-platform and attribution
In order to allocate the correct budgets to our sales campaigns, we must be able to understand which of our channels we can attribute success to. Previously, our data might have told us that any conversions are given to either the final attribution or first step of the audience’s online journey, but this could be underestimating our efforts elsewhere.
Clickstreams refer to the audience’s online journey, right from being exposed to online messages through to making a conversion on our website. We can use tools within Google Analytics to gain insight into our audience’s clickstreams and the devices they’re using at certain times, but we may also have to look at our offline numbers to get a more accurate picture of where our customers have come from.
It can be challenging to establish how our online channels fit together in the routes to online purchases, but we can track contributing clicks over several stages alongside an algorithm to give each of our sales campaigns a weighted distribution of product revenue. Although Google Analytics can help us with this, it still requires human thought!
Consider more possibilities
It’s very important that we don’t become embroiled solely in the data which is available to us as we could end up missing the bigger picture. In many cases, a huge part of an online retailer’s successes are reflected in their offline sales.
For example, we could be running a feature in a print magazine alongside an online campaign. We know the magazine is going to help online sales, but it could be difficult to measure. Here, we’d have to look for website traffic spikes around the time the magazine was published, which would indicate that people have read the magazine article and then searched our brand online.
Alternative options would be to create a discount code specific to the magazine (e.g. ‘MAG20’), or even use a vanity URL so we can more easily see where our users are coming from.
In summary, understanding how channels fit together is crucial. It’s vital to not isolate offline and online campaigns from one another, as the interaction between them can have an impact on the movement of online budget. Whilst digital statistics are important, concentrating all your efforts into them could actually prevent you seeing important points and stop you identifying any creative possibilities.