One of our goals at Telmetrics is to make it easy for marketers to understand how consumers are responding to campaigns after the click and, as a result, help solve the widening attribution gap we noticed in marketing. There are two clear steps you can take to solve attribution for you today.
What’s the Attribution Gap?
Even though the results from IAB’s survey of CMOs declared 2017 as the year of attribution (see our article on IAB survey responses), the hype isn’t matching the day-to-day reality of many marketers.
That gap was apparent when we discovered that the search volume in the keyword basket “attribution” was surprisingly low. That’s despite Google's announcement of an attribution tool at the Next conference.
1. Close the Gap by Prioritizing Calls and Text Tracking and Analytics
The first easy step you can take toward tracking and measuring all customer response to campaigns is to prioritize inbound human interactions such as calls and texts.
I would add something into this section that talks about how to measure attribution by deciding what post-click actions impact the business and measuring those activities back to our platform solutions.
Which Data Do I Track?
While this seems obvious, not all data on marketing performance gives you information on engagement that is meaningful to your business and takes the next step to link your marketing efforts to their impact on business growth. Calls and texts go beyond the click to link online browsing to purchasing actions. (Read our post on ad fraud and how educating yourself about attribution and data can help you prevent fraud).
Calls and texts are two examples of high-value interactions for businesses with a complex purchase decision that show real-world intent to purchase from your marketing and a verifiable interaction with consumers, who are moving seamlessly between digital shopping and offline engagements.
That’s why calls and texts are important for local businesses and for online retailers. According to data published by eMarketer, calls were the most preferred way to contact digital retailers, making this offline interaction a critical metric for what is often viewed as purely digital. (Read on article on when online consumers want to go offline).
2. Offer and Track Calls from Every Source with Custom Attribution
It’s now possible to track calls and texts from social, search campaigns, landing pages and your website, but now you can also track calls and texts from your apps and complex searchable location pages.
What we call custom attribution enables marketers to track high-value interactions from their apps. Using tags for tracking, when the customer clicks on the button to call within the app, it opens their native dialer. If they complete the call, that interaction is recorded.
Either in our dashboard or in one of the popular tools from our pool of integrations, marketers can see the source of the call in the format or tool that makes the most sense for optimal decision making – from their app in this case and see the time and date, as well as the phone number.
The same method is used to track calls from complex location pages with a search function and multiple listings. Instead of having to use a large pool of call tracking numbers, a custom attribution tool reduces it the right number needed to be accurate.
What Does This Data Tell Us?
This data tells you how many times your business held a conversation with a prospect or customer versus if a consumer simply viewed your ads, or visited your site. Each conversation can be linked to the time it occurred and the phone number, giving you a unique identifier to track each customer’s buyer’s journey.
What’s the Next Step?
The next step is to assess your need by mapping out your customer journey and to see if tracking calls and texts are right for you. If you are receiving any calls from consumers then tracking those calls will give you the opportunity to fully understand which marketing tactics are driving the right kinds of call and will help grow your business.