What is Marketing Attribution & Why Should Your Team Use It with Marketing Automation?

Marketers are always debating and pitting against each other over the implementation of marketing attribution and marketing automation platforms. However, little they do know that both the platforms can be used in unison to obtain the best performance of their marketing campaigns. Contrary to the common myth, marketing attribution and marketing automation are not the same. Instead they do not substitute each other, but can be used together effectively. So, how these two are different from each other?

Differences between marketing attribution and marketing automation

Marketing automation, is a marketing platform that increases opportunity user experience in their marketing campaigns, by enabling them to schedule, automate and send It allows marketers to ensure timely delivery of emails with all the elements including CTA, forms, landing pages and other content elements.

On the other hand, marketing attribution is a process which allows marketers monitor, make reports and evaluate the effectiveness of the marketing campaign. This process incorporates all marketing and advertising campaigns including all online and offline campaigns such as offline events and conferences. Attribution tracks targeted prospect through diverse phases, right from lead generation, to opportunity creation, and conversion of leads. The attribution model also draws marketers’ attention to bits of the entire marketing strategy contributed the most in revenue generation.

Major difference between these two is that while marketing attribution collects and collates data based on which marketers can optimize and make required changes to their campaigns to generate more qualified leads, more conversions, and closing more opportunities. Whereas marketing automation, on the other hand, presents a platform to enable the marketers do the implementation part of the campaign by letting its users streamline, schedule, and sync campaigns across multiple channels to ensure seamless execution. Simply put, your marketing automation platform states the number of leads generated through a precise number of channels – you need marketing attribution to emphasize the specific number of those leads that were actually converted using specific number of channels, type of content, blogs, specific set of keywords, forms, landing pages, ads and other assets. Moreover, marketing attribution can also guide your offline events and conferences and measure effectiveness of those marketing approaches.

Marketing teams need to focus on both marketing attribution and marketing automation since the latter helps reps automate and to lay the groundwork of marketing campaigns that are planned based on the data collected by marketing attribution platforms.

How marketing attribution & marketing automation can be used in unison?

There are seven types of marketing attribution models that are largely divided between single-touch and multi-touch models. 7 models of marketing attribution are –

Single-touch models
  1. First-touch
  2. Last-touch
Multi-Touch models
  1. Linear
  2. Time-Decay
  3. U-Shaped
  4. W-Shaped
  5. Custom

Since a marketing automation platform fetches information on leads, when to target those prospects and lay the groundwork of the strategies on automating those activities, you need marketing attribution to provide multi-dimensional data points on your campaign. For example, if you need to dig out data on whether the latest newsletter email marketing campaign has generated more qualified webinar attendance – then you can leverage marketing attribution platform to know how the newsletter campaign performed. In generating better qualified leads, the campaign –

  1. used webinar as the offer
  2. specific name of the webinar that was used as the offer
  3. date on which the campaign
  4. information of the attendees
  5. the channel which was used for the newsletter campaign

and many more. The marketing attribution also guides on the marketing budget used on a particular campaign with specific amount details on how much it cost the team. Marketers can also collect data on particular technique used in the campaign that worked a great deal in generating revenues and how it has made use of the content.

Do you need technical assistance on how to combine marketing attribution and marketing automation in your marketing campaign to drive better results and revenue growth? It’s super easy and quick. Simply get in touch with our Certified Professionals at (408) 502 6765 or chat with them via your preferred social channels Facebook, Twitter, and LinkedIn.

3 Reasons Marketers Should Focus on Deeper Email Marketing Metrics beyond Open and Clicks

One of the most imprudent decisions email marketers make is relying heavily (or even worse, solely) upon email opens and click rate and skipping deeper parameters that measure ROI. Though open and click metrics are vital parameters to maintain email deliverability, marketers need to look beyond these metrics and take a holistic view on all the metrics and parameters to fathom how campaigns are performing from delivery, visibility, spam complaints, devices being used, revenue per subscribers, email read time, subscriber lifetime and unsubscribe rate, email conversion and many more. Lack of wider perspectives hinders marketers from monitoring, measuring and evaluating effectiveness of email campaigns accurately.

There are several reasons marketers need to widen from vain email metrics to be able to take well-informed decisions to understand how their email subscribers are behaving, their email usage, actions taken, scope of opportunities, sales and many others.

Not worth if it’s not the North Star

One of the most failsafe tricks to select the right set of KPIs for an email campaign is that the chosen metrics should be able to guide marketers in which way to steer their campaigns like a ‘North Star’.  The metrics should be closely tied to the campaign goals and budget, and marketers should not be stuck with other metrics that hardly indicate if emails are meeting the goals. Ideally marketers and brands should evaluate if they are using too many or useless KPIs or if they are goal oriented. The more you focus on all those opens and clicks related metrics, bigger the risks of them fixated on wrong KPIs.

 Over emphasis on vain metrics

We recommend our clients and marketers not stressing on surface or vain metrics such as email opens, web traffic, and email clicks etc., while there are deeper metrics that bind subscription, email content consumption, sales conversions etc. Some companies may claim they do not wish to measure sales or ROI of their email campaigns, however, they do not need to measure ROI or other deeper metrics, why should they focus on clicks or other metrics? Surface metrics often distract marketers from overseeing their actual business and marketing goals and keeping them away from their subscribers’ preferences, uses, actions, experience or their satisfactions. That’s why measuring success of email subject lines by open rates would be an unwise metric decision, since the aim of subject lines is not limited to just getting emails opened, but to engage the right segment of prospects and customers who are interested or willing to spend time in your information or make purchases. Thus, the right audience will be the segment that will be converted and take the intended actions that emails ask or guide them to do. Hence, associating subject line success with the conversions will lead email campaigns toward success and help alleviate bounce rates that clickbait subject lines are most likely to produce.

Inadequate funnel visibility

One of the most prominent research findings from 2018 State of Email Analytics report concluded that funnel visibility into campaign performance starts plummeting after focusing too much on metrics like email opens and email clicks. If the performance starts diminishing after measuring campaigns by some metrics, then how come those metrics become email marketing KPIs? Hence, selecting the right set of metrics which are able to deep scan your email campaigns and can tell the value per subscriber, spam complaint rates, unsubscribe rate, hard bounce and soft bounce rates, new subscriber acquisition, acquisition cost, sales conversion data,  overall email revenue etc. These metrics are usually the ones that brands target to track their next six months or 12 months email campaign performance.

So, are you selecting the right set of email metrics that your email marketing campaigns were actually designed to perform and achieve? Want to know if your email marketing campaigns are aligned to the right side of metrics? We are here to clear the air and make you focus and steer toward the email marketing success. Your small comment below is all we need and to start discussing 1:1. Just write down your email metric dilemma and we will take over from there.