A Marketer’s Guide to Attribution – Part II

By Rus Ackner / 3 minutes

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Is post-campaign intelligence helpful?  The short answer is: YES! Once a campaign is completed, attribution products can tell marketers how the campaign impacted in-store visits, user traffic patterns, and audience insights.  Now remember, not all attribution products are created equal, so let’s take a look at 3 key insights marketers should be leveraging in their next campaign.

Visit Uplift

Understand if your campaign actually drove incremental visits to desired brand locations. This metric is important because it will tell you if your campaign had an impact on consumers’ offline behaviors. Not only this metric is powerful, but it also provides marketers with a newfound visibility into offline ROI.

Use Case For Marketers

Once you know more about your campaign’s offline performance, it is the first step in understanding what worked and what didn’t. This metric is valuable because it can be used as a tool to evaluate media publishers. For example, if you are running a test campaign with a new partner, you can move past the metrics they provide to see if that partner helped your campaign drive an uplift in visits. Put a publisher to the test and find out if their platform really does drive enough purchase intent that leads to offline in-store visits.

Audience Insights

Find out which audience segments perform best in terms of visit uplift for your campaign. Every campaign starts with an audience to target, and getting to know that audience is a process. Leveraging offline insights gives marketers another tool to see which type of audience behaviors leads to more conversions and more offline visits.

Use Case For Marketers

Learn which audience drives the most visits and evaluate how  your audience targeting partner is really performing. Knowing which audience segments have the best visit uplift is paramount because it shows which audience receptive not only to your brand but your brand’s product or messaging. Not only can marketers better understand their target audience, but they can use post-campaign audience insights when planning which audiences to target for future campaign planning.

Time and Impression Analysis

Discover how much time consumers are spending at desired brand locations, which time of day is most popular, and how long it takes for users to visit a store once they have been served an ad.

Use Case For Marketers

Understanding how much time users spend at store not only verifies visits but also provides insights on visitation patterns and consumer preferences. Marketers can use this info for future campaign planning to heavy up on media on certain days to drive more visits. For example, if you are running an event campaign, it is valuable to know which days worked best to drive visits. If your QSR campaign drove the most visits on Saturday at noon, then it would be wise to heavy up on media for that time frame as well as create better efficiencies for day-parting.

Lastly, being able to see the average time it took consumers to visit a store once served an ad provides additional insights. If 65% of users served an ad visited a store within 3 days, then it would make sense to shorten your campaign. This not only will help drive more visits, but it lets marketers be more efficient with their media spending.  Maybe a two week campaign isn’t necessary—or maybe it isn’t long enough. Insights like these provide marketers a powerful tool to make better planning decisions for their next campaign.

Want to know more? Check out our third installation in the Marketer’s Guide to Attribution series or chat with an expert.

About the Author

Rus Ackner