Webinar Tomorrow: How Multi-touch Attribution Helps SMB Retention
April 29, 2019 | Contributed by: Greg Sterling
The image above is from Gartner; it reflects an ugly, convoluted B2B buyer’s journey. And while B2C consumer journeys may be somewhat less complex, they also involve numerous touchpoints across devices and channels.
For example, the following proprietary LSA Local Media Tracking Study data (2018, n=4,000) shows that within the “past month” consumers seeking to make local buying decisions have used the following media channels — and more not reflected here, including traditional media (audience reach):
- 91% – search engines
- 78% – friends and family recommendations
- 76% – email
- 72% – social networks
- 68% – mobile apps
- 67% – online video
- 66% – company sites
- 54% – ratings/review sites
Despite this, and the recognition that marketers should be doing more sophisticated multi-touch ROI/attribution analysis, most are still using a first or last-click attribution model. According to a 2017 study from AdRoll and Econsutancy, 44% of brand marketers and 58% of agencies are using a last-click model; 39% of brands and 33% of agencies are still using a first-click model.
Tomorrow, Mark Sullivan of CallRail and I will be doing a webinar on multi-touch attribution and why it’s a key to better client retention. We’ll be discussing:
- The modern buyer’s journey and its challenges
- The current problems with traditional attribution and why multi-touch attribution matters
- The state of multi-touch attribution, and why major ad platforms are an obstacle
- Why agencies that use multi-touch attribution retain clients longer
- How to use multi-touch attribution data at your agency for meaningful results
It’s tomorrow at 11PT/2ET. You can register here.