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Attribution

A Marketer’s Guide to Attribution – Part III

By Claire Molinaro / 2 minutes

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Post-campaign attribution reports are crucial when understanding the true impact of a campaign. They provide offline ROI measurement as well as produce meaningful insights for future strategic planning. However, wouldn’t it be great to get daily insights on how your campaign is driving in-store visits? Well, these kinds of tools do exist and are extremely useful for savvy marketers.

In-Flight attribution tools can give marketers the number of visits their campaign is driving daily. This allows marketers to understand which part of the campaign is driving in-store visits and which part(s) are simply not working.

Use Case For Marketers

Once you know how your campaign is driving offline visits, the possibilities for optimization are endless. Seeing day-by-day comparisons that measure a campaign’s effectiveness lets marketers identify the strengths and weaknesses of their campaign. By looking at the offline performance of a specific creative, publisher or geo allows marketers to visualize in real-time, exactly how well the campaign is driving visits.

For example, if a tech publisher is running a large amount of media in Kansas and is over-performing, then it would be wise to shift budgets from underperforming publishers and or geos to the parts of the campaign that are performing best. Maybe 2 out of 3 creatives in certain geos are performing very well, these insights allow marketers to change the creative rotation in order to maximize in-store visits and conversions. With these type of daily insights, marketers can truly see the impact of their changes and gain a new visibility into the offline world.

So How Do You Get Started?

Understanding how to use attribution tools is just the beginning, and its not only easy but also extremely helpful. The hardest part now is evaluating which location providers have the best attribution solutions. Learn more about how to determine the best location provider for you here, or reach out to an expert at Cuebiq with your questions.

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About the Author

Claire Molinaro, Director, Product Marketing

Claire has 10 years of experience in Product Marketing and Sales Enablement, with a focus on Advertising Technology and Software as a Service. Prior to Cuebiq, she led Product Marketing at Mediaocean.