What is Marketing Attribution?
Ultimately, marketing attribution is about understanding your customer journeys to conversions and orders. We work with you collaboratively to build an attribution model that takes into account:
- Mapping of your Customer Journey (e.g. traffic source to web lead to CRM opportunity)
- Marketing Channels to be Attributed (e.g. digital and offline activities, with weighting)
- Spend Optimisation (e.g. recommendations for budget allocations to maximise deals)
- Missed Revenue Forecasting (e.g. opportunities to improve RoI by fine-tuning marketing)
- Scenario Planning (e.g. ability to anticipate the future by running “what if” analyses)
We take a Data Science approach to measuring the importance of each piece of marketing activity in driving results. Our analysis uses granular data to measure the contribution of each channel in single and multi-touch journeys that led to a sale and assign value to each marketing activity.
We believe success in attribution needs a highly bespoke approach, as no two journeys or marketing plans are the same, as well as a collaborative approach, so we understand your unique way of working, reporting and managing your marketing activity. Therefore, it’s essential that we get to know you both as people and as an organisation
Why use Marketing Attribution?
Our clients typically adopt our marketing attribution services for one of the following reasons:
Enhanced Decision-Making and Reporting
Through a robust analysis of historical achievements and automation of complex tasks, you will be able to make better decisions more quickly. The combination of quantitative metrics and qualitative analysis illuminates your reporting and allows you to forward-plan with data you trust.
Improved Return-on-Investment and Results
We help you to understand your baseline position now and how better attribution allows you to achieve significantly more with the same budget. In doing so, we equip marketers to have budget conversations with colleagues based upon hard results and customer acquisitions.
Understand How Marketing Drives Financial Performance
It is helpful to both marketing teams and their peers in other departments to understand the contribution marketing makes to financial performance. This is empowering to your people, who know their value better, and helps all parties to understand the P&L impact of great marketing.
How does Lynchpin do it?
Our approach is truly bespoke, with no off-the-shelf software, as we firmly believe that attribution is an approach, not a technology. We base our approach on six key tenets:
Offline Source Integration
As part of our customer journey, we acknowledge that non-digital media can be an important part of your acquisition plans. Therefore, we include these sources as part of the overall attribution modelling and factor it into optimisation plans.
Change Management
In our experience, it’s essential to bring your people along with the process of enhancing your marketing attribution. Therefore, using workshops and training as part of our approach, we help you to handle the positive changes we bring together.
Transparent Approach
We are open about our methodologies so you understand not just why we do things but how. Therefore, you understand our analytical, mathematical and business assumptions so that you have faith the bespoke model before we build it for you.
Data-Source Agnostic
We are experts in all the leading analytics systems out there, so if you are using Adobe, Google, Tableau or any other tools, we will help you get the most out of your raw data and turn it into something meaningful and actionable.
Delivery-Technology Agnostic
We are also completely agnostic in terms of the deployment technology we use for marketing attribution. We are happy to provide a full managed service, to use cloud or on-premise technology, or any bespoke hybrid approach.
Enterprise-grade Scalability
By avoiding prescriptive approaches and standardised algorithms, we are able to apply our marketing attribution services across all marketing activities, including offline, and scale them to however your business works.