MarketStar Blog

Using Cross-Channel Attribution and Analysis

The only way you can keep up with today’s multi-screen, multi-device audience is if you incorporate an integrated multi-channel approach. This basically means nurturing and advancing prospects down the conversion funnel using coordinated marketing channels. This leads us to the challenge of measuring and apportioning the role of each of these channels to determine their impact and performance, or attribution.

From being a disruptive force to becoming a mainstream technology, cloud computing has come a long way within a short span of time. It has been a game changer of sorts, and today, small players are not inhibited by the lack of IT resources, which till a while back were only accessible to the big corporations. Yes, it sure does save us money and gives a lot of power in your hands to do a lot more in IT that enterprises till decade back could only dream of. However, over time the term cloud computing has become fuzzier to include anything that involves, even if remotely (pun intended), sharing IT resources via the internet. So, what exactly is cloud computing?

Brands are currently generating plenty of content, with a 300% increase this year compared to last year. However, only 5% of branded content garners 90% of total customer engagement. On average, 19 out of 20 content pieces get little to no attention at all.1 

Only 5% of branded content garners 90% of total customer engagement. 

Instead of just focusing on the content volume, content marketers now need to optimize their content marketing efforts to increase customer engagement on each content piece they produce. Here are four strategies that will help them achieve that:  

In the competitive world of business, marketers are increasingly turning their focus to Customer Lifetime Value (CLV). This crucial metric offers insights into the net cumulative profit a customer can generate over their entire relationship with a company. Understanding and enhancing CLV is essential for businesses aiming to boost sales and foster long-term customer relationships. Despite its importance, many marketers fail to fully leverage CLV due to outdated perceptions of customers as mere value-extraction targets rather than value-creating partners. 

The secret of knowing how happy your customers are is to ask them. Feedback from customers are invaluable to a business. For decades surveys have given organizations a tool to have an open and honest communication with their customers.

My leadership philosophy is a combination of my own experience and that of watching and being mentored by key contributors at MarketStar. What have I learned? A sales leader is an individual who isn’t afraid to roll up their sleeves to accomplish goals and lead their team to success. But we all know leadership takes more than barking orders!  I try to lead my teams with empathy, performance, and transparency as my guideposts. I don’t want to scare new hires away after their first week on the job!

Remember when Arnold Schwarzenegger strutted into a police station and said, “I’ll be back”? For many of us, that iconic movie, The Terminator, was our first brush with Artificial Intelligence. Then came The Matrix, A.I., and several others. Today, AI does not look anything like the Terminator. Leather-wearing, gun-toting-robots have been replaced by sleek self-driving cars, IBM’s Watson and Amazon’s Alexa.

In the current marketplace, B2B transactions are characteristically different from B2C or consumer transactions since decisions require collaboration and coordination between various entities to reach the final stage of the transaction. Unsurprisingly all B2B dealings are ongoing processes that involve a certain time-lapse between researching the product and placing the order.  

Snap decisions are unheard of in such a scenario! It, therefore, goes without saying that search engines play a dominant role in B2B purchases whereby they are extensively used during the research phase (early and mid) of the transaction. 

Being mostly the domain of B2C businesses thus far, B2B marketers have recently caught on with the idea of making use of Search Engine Marketing (SEM) for increasing online visibility of their products and, subsequently, augmenting sales. Since the research done in B2B marketing is far more intensive than traditional research during product purchase, SEO and SEM become key players in the research. 

Virality is a measure of the quality of content output and also the ultimate reward for a content marketer, if attained. Every marketer is striving to attain that perfect mix of message, context and medium to make sure that their prospects hit the “share” button and spread their content with their peer-group.  

Clayton Christensen, author of The Innovator’s Dilemma, How Will You Measure Your Life?, and other landmark business publications, writes about disruptive innovation. This occurs when smaller companies root a product or service in simple applications at the bottom of a market and relentlessly move up a market, resulting in the displacement of bigger companies. He states that large companies are consistently disrupted by smaller, nimbler, and more aggressive companies that attack a niche—or possibly lower end—of the market.