Customer journey attribution, a question of science & art
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The document discusses the current state of customer journey attribution and highlights the need for marketers to adopt an audience-centric view instead of focusing solely on channels. It outlines essential practices for successful attribution, emphasizing the importance of organizational buy-in, customer knowledge, and aligning key performance indicators with business objectives. Ultimately, effective customer journey attribution combines data, strategy, and collaboration to enhance marketing effectiveness.
![This even goes for those of you with
current attribution practices.
“Mature marketers who are doing
[attribution] at the channel level recognise
that’s got to change. They know consumers
are interacting with their brand on a bunch
of different channels, and if they’re only
looking at one channel at a time, at some
point it loses its effectiveness.”
—Wayne Townsend, President, Technology, Epsilon](https://image.slidesharecdn.com/customerjourneyattributionaquestionofscienceart-180823103855/85/Customer-journey-attribution-a-question-of-science-art-5-320.jpg)
![The actual solution is probably a hybrid.
“The limitation of models we’ve seen is that
we have yet to find [a holistic] one that we
really feel comfortable with. When I say,
‘holistic,’ I mean digital and traditional
together so that we can really see what is
truly driving conversions. We have really
good tools to measure single channels, but
it’s hard to see that unified picture.”
— Bruce Millard, Vice President, Digital and Customer Innovation,
Safelite AutoGlass](https://image.slidesharecdn.com/customerjourneyattributionaquestionofscienceart-180823103855/85/Customer-journey-attribution-a-question-of-science-art-23-320.jpg)
Customer journey attribution, a question of science & art
- 1. Customer Journey Attribution a Question of Science & Art
- 2. Agenda •Customer journey attribution adoption – what’s the current state? •What do you need to make advanced attribution work? •What are the 5 best practices for ensuring greater success? •What do you do next?
- 3. Customer journey attribution adoption – what’s the current state?
- 4. For today’s marketer, figuring out budgeting and the right channel mix are no longer simple mathematical exercises.
- 5. This even goes for those of you with current attribution practices. “Mature marketers who are doing [attribution] at the channel level recognise that’s got to change. They know consumers are interacting with their brand on a bunch of different channels, and if they’re only looking at one channel at a time, at some point it loses its effectiveness.” —Wayne Townsend, President, Technology, Epsilon
- 6. It’s no surprise then that it’s a major concern for you!
- 7. The vast majority of marketers are yet to transition to a customer journey view. Source: CMO Council, “Empowering the Data-Driven Customer Strategy: Addressing Customer Engagement from the Foundation Up”; in partnership with RedPoint Global, March 2017 of marketers worldwide say they have a complete view of their customers across every touchpoint, including those owned by third-party partners or vendors. 6%
- 8. Most of you are only at the beginning of the journey…
- 9. ..and only just over half of US companies currently apply multichannel attribution.
- 10. What do you need to make advanced attribution work?
- 11. As more of you want to talk to audiences rather than channels, the customer journey view is paramount.
- 12. Data plays a massive part in the creation of this holistic audience view. You’ll need to ask: What constitutes a complete customer picture? What messages have they been sent? What did they do?
- 13. If you can’t track cross- device you’re not able to effectively track an individual or audience. Identity is more complex than just an email address or cookie.
- 14. The problem is a combination of Tech, Data and Strategy – and is very common!
- 15. Marketers need their own database to get a single customer view of profile, engagement and attribution. Linked with the required capability to orchestrate and automate customer journeys…
- 16. …which empowers them to create the correct context for the marketing mix. Knowing what levers can be pulled is critical in achieving the desired business objectives.
- 17. This database is called the Customer Data Platform (CDP) and is the fastest growing sector of the martech chart.
- 18. What are the 5 best practices for ensuring greater success?
- 19. A perfect solution doesn’t exist. 1
- 20. Existing models only tell some of the story. The marketing mix model is top down/first event attribution: •Aggregate view •Budgeting, media planning •Channel specific
- 21. Existing models only tell some of the story. The digital attribution model is bottom up/last event attribution: •Impression-level view •Optimisation •Event specific
- 22. Ideal solution wishlist: Inclusion of all digital, traditional and physical touchpoints. Audience-level view of those touchpoints. Insights for budget allocation. Real-time optimisation capabilities. Actionable outputs for all levels of the organisation.
- 23. The actual solution is probably a hybrid. “The limitation of models we’ve seen is that we have yet to find [a holistic] one that we really feel comfortable with. When I say, ‘holistic,’ I mean digital and traditional together so that we can really see what is truly driving conversions. We have really good tools to measure single channels, but it’s hard to see that unified picture.” — Bruce Millard, Vice President, Digital and Customer Innovation, Safelite AutoGlass
- 24. You have to get the whole organisation on board. 2
- 25. Getting top-level buy-in is critical to the success of your goals for customer journey attribution as the main challenges are organisational.
- 26. Sometimes attribution is a political rather than a technical issue. “In the ideal scenario, everything is collaborative. If I lose a dollar from my budget and you gain a dollar for your budget and we end up with $10 more in revenue, then we all win. In a not-so-well-functioning scenario, you have people questioning that model and not believing it. And you can have fights about the magnitude of any shifts in budget.” — Ben Bloom, Senior Digital Strategist, Mapp Digital
- 27. Know what needs to be done in-house and what you can outsource. 3
- 28. No surprise then that customer knowledge and martech capability are the core areas for building internal capability – who is my customer and how do I speak with them?
- 29. Customer-centricity is the key to success. 4
- 30. Employing customer-centricity may benefit the whole company. “The biggest thing you’d expect to see in a company that’s having success with attribution is they’re likely identifying high-performing customer segments that are addressable, and they’re now reorganising their company, their budget and in some cases, maybe even their merchandising.” — Tony Zito, CEO, Rakuten Marketing
- 31. An audience-led approach should reap the following benefits: • Real-time audience insights and optimisation • Audience intel for future campaign planning • Insight into the value of all customer-facing touchpoints on audiences
- 32. Success should be aligned with business objectives. 5
- 33. Alignment of KPI’s to business objectives is critical – you can’t work out ROI without being able to link your marketing activity to revenue.
- 34. Campaign understanding and optimisation becomes very hard without this alignment. “When you look at a customer journey, what you realise is that if you look at anything through the lens of one channel, or if you try and optimise for that channel, you can actually block progress down that customer journey path.” —Wayne Townsend, President, Technology, Epsilon
- 35. • Customer journey attribution practice is hard but a necessary evil for contemporary marketers. • There’s no perfect tool, but marketers can still achieve good results with what’s out there. • A siloed approach won’t work, the whole organisation has to be bought-in. • Customer-centricity can yield invaluable budgeting and optimisation information. • Ultimately, customer journey attribution success must be linked to the success of the company as a whole. Summary
- 36. What do you do now?
- 37. So what now? Do not despair, you’re all in the same boat! The first step is easily attainable, identify and track your core customer metrics: • Cost per acquisition • Lifetime • Lifetime value
- 38. It’s a still a question of science and art. Test and control will be your mantra going forward. Remember, customer journeys are holistic so be careful not to optimise one channel at the detriment of another.
- 39. Here’s the science bit… Customer Data Platform Analytics & Insights Customer Journey Automation Multi- Channel Messaging Use train of thought technology to segment and analyse your data and truly understand your audience Bring all your messaging channels together and coordinate seamless communication Send audiences on an automated journey specifically designed for them, one person at a time Connect all your data systems to create a single customer view, purposed for marketing 1 2 3 4 Customer Journey Capability Model
- 40. You paint the picture in the context of the 4P’s. Good attribution will not be a Band-Aid for deficiencies in the marketing mix. …and you are the Artist!
- 41. CONTACT US IF YOU’D LIKE TO KNOW HOW THE CDP AND JOURNEY AUTOMATION CAN HELP YOUR MARKETING OPERATIONS AND ATTRIBUTION David Judd Commercial Director