Implementing Marketing Attribution

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Virtual Business worldIf you’ve been following our series on marketing attribution, you’ve read our Introduction, you’re familiar with the Three Benefits and you’re also aware of the Three Potential Pitfalls and how to overcome them. So now what? If we’ve piqued your interest and you want to implement marketing attribution, read on!

You probably won’t be surprised to learn Google is the digital company behind the Marketing Attribution Model. Considering it’s the reigning king of search engines (how many other company names do you use in place of a verb?) and has its hands in everything from email to YouTube, cloud computing to online advertising and analytics, Google is the company to align the online aspects of your business with. In terms of marketing attribution, Google Analytics is the way to go.

Google Analytics is the most widely used website statistics service. If you’ve invested in digital marketing and you have a website, you likely already use it yourself or pay someone to use it for you. Either way, chances are you’re somewhat familiar (and if not, check out the Top 5 Ways to Make the Most of Google Analytics).  Well within Google Analytics is something called the Conversion Suite and it’s the heart of marketing attribution.

Using the Conversion Suite, you’ll be able to set your website’s online marketing goals (such as sales, video plays and requests for contact or further information) with the Goals and Event Tracking feature. This measures not only how successful you are in terms of the metrics you set, but also how visitor behavior leads to the achievement of your goals. Alternately, you can also discover what lead potential customers to decide they’re no longer interested in your offerings.

Using Flow Visualization and Goal Funnels, you’re able to trace your visitors’ conversion paths to see where they come into your website, where they may get stuck, and where they leave. And if your website has an e-commerce component, the Conversion Suite not only measures sales and popularity of products, but also why customers purchase. The information is traced all the way back to the initial Google search and on-site behavior.

Google Analytics Conversion Suite also has a tool called the Multi-Channel Funnels which show how your different digital channels work together (which we’ve previously mentioned as a benefit of marketing attribution). This is the big picture stuff that allows you to see how your online marketing efforts impact your sales and help you reach your goals.

Finally, perhaps the most important aspect of the Google Analytics Conversion Suite is the Attribution Modeling. Attribution Modeling is what takes all your new data and arranges it into models you can use to see what’s working, what isn’t, and where your marketing money should go.

Marketing attribution may sound like a lot of complex work. To be honest, it can be. It’s always helpful to have Google shouldering the load, and, in our humble opinion, having a talented, dedicated and experienced marketing agency in your corner doesn’t hurt.

Whitehead Agency Group is a leading Toronto, Ontario, healthcare marketing agency with over 25 years of specialized health and wellness experience.

Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at hello@waginc.ca to arrange a complimentary, no-obligation review of your current marketing.