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Attribution Measurement & Campaign Tracking Services

 

An important service we offer at NuSpark Media Group is media attribution consultation and management services to help you understand and maximize the potential of your marketing investments. If you’re dealing with complex marketing metrics or struggling to identify which channels are driving your business growth, our expertise and tools can guide you through the world of media attribution. We provide clarity and strategic insights to enhance your marketing performance by tracking the buyer’s journey and giving credit to influential media sources.

Maximize Your ROI with Precise Attribution

Do you know which marketing activities are driving your leads and conversions? Are you confident that you’re investing in the most effective strategies? With our robust attribution modeling, we’ll help you answer these questions with utmost certainty.

Whether it’s first-click, last-click, linear, time-decay, or position-based attribution, we’ll help you identify the model that best fits your marketing goals and customer behavior. Or go a step further with our advanced data-driven attribution, which leverages artificial intelligence and machine learning to assign credit based on the actual impact of each touchpoint in the customer journey.

Understanding Attribution

Understanding the impact of your media efforts in a B2B or B2C setting is crucial to optimizing your marketing strategies. Two crucial components of this measurement are lookback windows and attribution settings. Both play a significant role in accurately attributing conversions and determining the effectiveness of your campaigns.

Lookback Windows:

A lookback window is the period during which a conversion (like a sale or lead) can be attributed to a particular marketing activity. This window can range from a few days to several months, depending on your business cycle and the buying behavior of your customers.

To set an effective lookback window, you should consider the length of your sales cycle. In B2B marketing, the sales cycle can often be several months long, so you might consider a longer lookback window than typically used in B2C marketing. For example, if your average sales cycle is six months, you might use a lookback window of 90 days to capture all the interactions that contributed to the conversion.

Keep in mind that using a lookback window that’s too long can over-attribute conversions to your media efforts, while one that’s too short can miss important interactions. Adjusting your lookback window periodically based on data can help you maintain accuracy in your measurements.

Attribution Settings:

Attribution models determine how credit for sales and conversions is assigned to touchpoints in conversion paths. They play a key role in understanding the effectiveness of various marketing activities and optimizing your media spend.  

Here’s examples and use cases of various attribution models

 

 

1. Last Touch Model

  • Description: Allocates 100% of the conversion value to the last channel interacted with before a purchase or conversion.
  • Use Case: Ideal for ads and campaigns aimed at immediate purchase decisions, or for businesses with a transaction-focused model lacking a prolonged consideration phase.

2.  First Touch Model

  • Description: Credits the entire conversion value to the initial interaction channel.
  • Use Case: Suitable for campaigns focused on raising initial awareness, particularly for lesser-known brands.

3. Linear Model

  • Description: Distributes conversion credit equally across all interacting channels.
  • Use Case: Effective for campaigns maintaining consistent customer engagement throughout the sales cycle.

4. Time Decay Model

  • Description: Based on exponential decay, it prioritizes touchpoints closer to the conversion time.
  • Use Case: Ideal for short, promotional campaigns where recent interactions are deemed more valuable.

5. Position Based Model

  • Description: A hybrid model that allows flexible credit assignment to initial and final interactions.
  • Use Case: Optimal for valuing customer introduction and concluding sales touchpoints. 

Choosing the right attribution model for your business largely depends on your marketing goals, customer buying behavior, and the complexity of your sales cycle. Many businesses use a combination of models or opt for data-driven attribution, which uses machine learning to assign credit based on the actual impact of each touchpoint.

Here’s a simple example of attribution tracking with various models. Depending on the offers and timeframes, we’ll create a custom model for your business.  The goal is to give credit to mediums that influence conversions as well as those mediums that generate the “last click” conversion.

Media Campaign Measurement Dashboards

 

What Are Marketing and Media Reporting Dashboards?

At their core, these dashboards are centralized platforms that aggregate data from various marketing and media channels. They offer a real-time snapshot of your campaigns, providing insights that range from website traffic and social media engagement to ad performance and lead conversion rates.

  • Unified View: One dashboard to rule them all. See all your metrics in one place.
  • Customizable: Tailor your dashboard to focus on what matters most to your business.
  • Interactive: Drill down into specific data points for a more granular view.

 

NuSpark's Manual Dashboards

Depending on need and budget, we have our own media tracking analysis form that we’ll compile from the conversion data provided by the ad platforms (with 3rd party pixels they provide) as well as GA4.  This is part of our retainer so no additional costs. More on the platfom below.

Paid Attribution Platforms

There’s many paid-for platforms that provide higher -level reporting, custom dashboards, and multiple ways to show data to analyze and make decisions on. Some focus more on eCommerce integrations.  Depending on need and business model, we would recommend the platform right for you. Some info and screen shots on the platforms we recommend below.

First, a Definition of a UTM Parameter Tag in a Website Address

UTM parameters in a URL are tags used for tracking the effectiveness of online marketing campaigns across traffic sources and publishing media. They are part of a URL query string and provide Google Analytics and other analytics tools with essential data about the source, medium, and campaign that led a user to visit a website. The five standard UTM parameters are: UTM source (identifies the source of the traffic, e.g., search engine, newsletter), UTM medium (the type of traffic, e.g., email, CPC), UTM campaign (specifically names the campaign associated with the content), UTM term (used for paid search to identify keywords), and UTM content (differentiates similar content or links within the same ad). By appending these parameters to URLs, marketers can track the performance of various campaigns and sources in a detailed and organized way.

Our Master Media Campaign Tracking Report

There’s plenty of attribution tools, many with various bells and whistles as well as price points. Granted, most are for e-commerce businesses and not lead generation or offer generation. Plus, most focus on digital and not non-digital tracking. At NuSpark, we recommend them if it makes sense to manage your promotional campaigns with great-looking dashboards. Most platforms utilize universal pixels on your server, which does allow more complete media tracking. But we also do manual reporting based on the 3rd party pixels as provided by the platforms, which also means that it may not be totally accurate, but in our experience, they do provide relevant data across channels and are valuable for optimizing campaigns and making business decisions based on results.

That said, below is a video demo of our comprehensive media tracking tool, which combines all the sources that we CAN track using a combination of ad platform pixel tracking, GA4 conversion tracking, QR code clicks, text message clicks, promo code conversions, and phone call leads, all within one report, covering digital and non-digital sources.   It’s how we do things here at NuSpark Media Group, so we can provide you with the answer to “Did it work?”

A video demo of our own conversion attribution measurement tool

Yes, take a video tour, as below is a screen shot of our Master Conversion Tracking Tool. As you see, once we decide on our conversion attribution model, NuSpark will start tracking all of the results, weight the conversions, compute a cost-per-weighted conversion, then optimize and make ongoing budget recommendations.

Below is the diagram of our tool, which can be downloaded by clicking the image.

The other page of the report will compile non-direct click mediums we track. This means phone calls, texts, promo codes, and even attributed conversions from IP address/device ID matching (offered from digital audio and some connected TV platforms)

Then calculating media cost per activity, for each channel and target. Again answering- “did it work?”

 

Other Attribution and Measurement Dashboard Tools (Monthly fees)

SegMetrics is a web-based marketing analytics platform that helps businesses understand the value of their leads. It provides insights into: Lead source attribution, Engagement touchpoints, Customer purchase value, Recurring lifetime value. Lifetime revenue from various traffic sources

Rockerbox is a marketing attribution platform that helps businesses make informed marketing decisions. It centralizes and analyzes marketing data, including: Audience segmentation, Conversion tracking, Attribution modeling, Customer journey mapping, ROI tracking

Windsor.ai is an automated marketing reporting tool that uses artificial intelligence (AI) to optimize return on investment. It allows users to integrate marketing, CRM, and analytics data from more than 50 platforms. The data can be streamed to any spreadsheet, data visualization tool, or marketing data warehouse

Various screen shots of the paid-for platforms

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