Credit Is Due covers Attribution Management issues – currently one of the biggest challenges facing marketers using multi-channel marketing strategies such as SEO, paid search, social media, email, mobile and beyond – which create multiple touchpoints with consumers online and offline. Quantifying the total impact of these strategies is the next frontier for marketers, as they look to various reporting methods and implementing strategies to act on insights found in attribution metrics.

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10 Industry Benchmarks For Your Call Tracking Conversion Rate

Oct 27, 2011 at 11:04am ET by Elan Mosbacher

When launching a new marketing initiative, you often set a benchmark or baseline against which you measure success. You can gather a “baseline” before you make improvements, pick a number out of thin air or compare yourself to the industry average. Since neither picking a number out of thin air nor delaying improvements while you gather a baseline is ideal, finding an industry benchmark is a good way to begin. In fact, the Direct Marketing Association publishes an annual guide to the “Average Direct Marketing Response Rates” across various marketing channels. For example, here a [...]

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Post-Click Activity Offers Key Mobile Attribution Insights

Oct 20, 2011 at 2:16pm ET by Bill Dinan

I wanted to take a deeper dive into mobile this month. It’s a hot topic that’s here to stay, and leading mobile ad network xAd recently shared some interesting and relevant stats. xAd’s local mobile ad network generates, on average, a click-through rate (CTR) of 5% to 8%, compared to an average general mobile network CTR of 2.9%. Mobile advertising is for real -- and a huge opportunity for local. While smartphone adoption is growing exponentially -- even without an iPhone 5 yet -- 70% of the mobile market today is still on a feature phone, which means mobile marketing strategies must [...]

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How Search Conversions Are Driven By Display Impression Frequency

Oct 13, 2011 at 12:40pm ET by Manu Mathew

Along with the most obvious campaign attributes that impact cross-channel marketing performance -- traits like publisher, size, creative, keyword, placement, etc. -- are a number of less intuitive factors that can significantly influence your results. Among these more ancillary factors is "frequency" -- specifically the frequency with which online users are exposed to a given marketing tactic in advance of an eventual conversion. A byproduct of applying multidimensional attribution modeling to your cross-channel marketing results will be findings that uncover the number of impressions ge [...]

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18 Considerations To Determine Which Call Tracking Metrics Matter For Your Business

Sep 29, 2011 at 10:35am ET by Elan Mosbacher

One challenge for online marketers is data overload. There's often so much data that sometimes it's hard to know which key performance indicators matter. Revenue, leads, clicks, calls, conversions, or revenue . . . what should you pay attention to? If you're considering adding call tracking data to the mix, here are three sets of questions to ask yourself: A. Should I consider call tracking software in the first place? Does your website have a phone number? Does your sales team field inbound phone calls? At what point in the sales process do you speak with your prospects? [...]

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Mobile Takes Center Stage As Key Attribution Vehicle For Small Businesses

Sep 22, 2011 at 12:29pm ET by Bill Dinan

Talk about summer being over. September’s conference season has kicked into high gear. At SMX East last week, I discussed mobile search ads on a panel alongside thought leaders from Microsoft, Google and xAD. This week I flew west for a keynote on performance media at BIA/Kelsey’s DMS show in Denver. While SMX East is targeted to search marketers and DMS is targeted to publishers reaching SMBs, there were common themes as SMBs are embracing mobile at a breakneck pace. Mobile marketing is no longer a nice to have – it is essential. And attribution is key to furthering the model. [...]

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