Better Brand Marketing Through Attribution Analytics

Author:

Brian Lesser

Source:

Tools that translate brand messages into positive performance statistics are now readily available. Here's how to start using them.
The advent of digital media and advertising has provided marketers with new abilities to precisely manage and measure the online success of direct response campaigns. Tracking the effectiveness of brand marketing through digital channels, however, hasn't always been so simple.
 
Marketers can remove the guesswork and risks associated with direct response campaigns to measure the effectiveness of specific marketing initiatives and improve future ROI. Many marketers, on the other hand, still struggle with tracking the value of online brand marketing.
 
These marketers may be surprised to learn that measuring and enhancing the effectiveness of online brand marketing is easier than ever.
 
Collecting the data
 
The first step in measuring the effectiveness of online brand advertising is data collection. It's critical to track and analyze all of the elements in the marketing mix that are driving brand messages.
 
Tracking the relevant data -- from impressions and page views to display ad clicks, search keywords, and cookies -- is a daunting challenge, especially considering the ever-expanding array of digital marketing channels and consumer touch points. Gaining the necessary insight requires collecting and analyzing many terabytes of audience data.
 
The right solution requires the capability to manage large volumes of data and scale with growing audience engagement. Systems exist that allow marketers to collect user-level information by capturing every interaction between brand advertisers and individual consumers and storing the information in a database.
 
Analyzing the data...