Post campaign Attribution reports are crucial when understanding the true impact of a campaign. They provide offline ROI measurement as well as produce meaningful insights for future strategic planning. However, wouldn’t it be great to get daily insights on how your campaign is driving in-store visits? Well, these kinds of tools do exist and are extremely useful for savvy marketers.
Is post campaign intelligence helpful? The short answer is, YES! Once a campaign is completed, Attribution products can tell marketers how the campaign impacted in-store visits as well as user traffic patterns, audience insights and much more! Now remember, not all Attribution products are created equal (that's a story for another time), let’s take a look at 3 key insights marketers can leverage for their next campaign.
What’s new in Cuebiq’s Attribution Dashboard and how it will help marketers address their most pressing questions.
Is my advertising actually driving consumers to store? Is there any difference in how distinctive consumer segments are responding to my ads? How well are my campaigns performing compared to others in my industry?
Until location data came about, marketers relied on digital metrics like Viewability, CTR, Engagement, CVR (Conversion Rate), etc. to understand campaign performance in real time - however, these type of metrics only judge the online effectiveness of digital media campaign. While an Ad might have overperformed industry benchmarks with a high CTR, high engagement rate and had a 100% Viewability, did it actually drive consumers to store? An Ad may have converted a large number consumers because it drove traffic to site or a promotion but did these consumers eventually make it to the offline destination? These digital metrics help marketers gauge how a campaign is performing online, but they never truly measure the offline impact.
I had the pleasure of attending the annual Millward Brown Digital CMO Summit last week. The theme of the conference was “Breakthrough.” Highly relevant given the age we live in. This is a world with more ads and less attention, that now requires brands to build creative that not only reaches consumers across multiple channels and devices, but has the ability to stop them in their tracks. With consumers seeing on average 132,130 ads per year or 362 a day, the conference highlighted the importance of content, building creative for a mobile first world, audience understanding and last but not least measurement.