Today, in order to understand consumers’ digital path to purchase, we must layer multiple data points like CRM, Google Analytics, market research and competitors to assign credit throughout a customer’s journey.
Attribution helps us marketers find accurate ways of how and when different digital channels contribute to a conversion event. Because attribution is never just one thing and not all consumers have a simple path to purchase, utilizing these various KPI tracking methods help piece the complex puzzle together. By implementing matchback attribution methods, you can determine your sales attribution through your pixel and various channels. These pixels “follow” a digital visitor through social media networks, search engines, and sometimes even through offline purchases.
Luckily for us, mobile phones are crossing the threshold of brick and mortar locations as well. If your KPI tracking tools are used properly, you can send a consumer a digital coupon, know when they use the coupon, and find out which brick and mortar location it was redeemed. If you’re missing this level of accuracy in your campaigns, it’s time to implement this tactic going forward.