Marketing Attribution Reporting

Marketing Attribution Reporting blog image

Marketing Reporting and Insights

Your leads have converted – but how can you tell if the money that you’ve invested in marketing campaigns is paying off? It’s one thing to generate leads that convert, but diving deeper into this process reveal insights that boost the effectiveness and overall impact of your marketing dollars. So where can you start?

Use Attribution Models

A good way to measure the effectiveness of your B2B marketing campaigns is to align them with attribution models. Attribution models help you see how many touch points your prospect is engaging in before a sale is complete. Here are some examples of attribution models you can use to track your prospects:
First Touch Attribution

  • The first touch point your prospect engages with before converting gets credit for the sale

Last Touch Attribution

  • The first touch point your prospect engages with before converting gets credit for the sale

Multi-Touch Attribution

  • Credit for the sale is divided among several different touch points the prospect engages in

UTM Parameters Tracking

Do you know what your data is telling you? Implementing UTM parameters can make your campaigns more effective by allowing you to track how leads are coming to your website and what they’re doing when they get there. Macro can help you understand what you need to track and report on – and how the right UTM parameters can improve the targeting and effectiveness of your marketing campaigns.

Trend Analysis

You may be confronted with a mountain of data gathered over time and are asking yourself, how the results changed year after year? Comparing trends year after year or quarter after quarter can provide different insights where to invest your marketing dollars.

Acquisition Programs

Thinking about the many sources of prospects for your business – and what you can do to optimize those strategies. Are your current acquisition programs working effectively and generating new leads? Are there any other activities you can experiment with?

Benchmarking

Benchmarking refers to the process whereby a company’s marketing data is measured against an industry criteria. The results are then compared to other organizations similar industries. Data benchmarks, like MailChimp’s Email Benchmarks, can also be used to set out targets that define what companies should be aiming for and achieving.

Acquisition Programs

Thinking about the many sources of prospects for your business – and what you can do to optimize those strategies. Are your current acquisition programs working effectively and generating new leads? Are there any other activities you can experiment with?

Activity Metrics vs Success Metrics

There is a considerable difference in measuring execution and effectiveness of your marketing.

Activity metrics tell you what is happening at the operational level. Examples of these types of metrics include: email open rates, click rates, and page visits. Measuring activity only tells one part of the story. The other part of the story lies within the metrics you use to measure success – because that’s how the impact of your marketing campaign is calculated.

Success metrics reveal what you’ve achieved – which in turn helps you determine whether or not you want to run a similar campaign in the future. Measure your success against your campaign objectives and benchmarks.

Flexible Resources

Dedicated Retainer

Our advisers help make your job easier on an ongoing basis. Adapting to your work style, we are a natural extension of your team for ongoing projects and campaigns. Use dedicated support for your marketing operations needs, so you’ll be able to focus on the larger marketing picture. Leave the details to us. 

Project-Based

With this option, the length, scope and team for the assignment is as you request it. Use our resources to help speed up different projects and initiatives. Our highly skilled advisers come together to help you deliver your marketing objectives on time. See if this a fit for you.

Start Driving Better Results

Macro stands ready to help your firm understand, analyze and leverage your data and existing marketing programs so that you can start seeing immediate results.

We work together with you and your team to apply the right changes, help you report on campaigns and enhance your customer acquisition programs to drive a significant increase in revenue. Learn how we can help your organization achieve your business objectives, quicker. Contact us to get started.

Free Consultation

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