Understanding the what, why and who involved in you channels
THE FIRST STEP – to understand what you are tracking In particular the measurement of channel performance & how it integrates with the other channels in the mix Do you have any insight into the customer journey as a result of that channel interaction? And the resulting revenue that is driven from that journey and how good the return is – is the channel efficient on its own? Who is De-duping partner performance. Is that data currently are fair reflection of actual performance
Why are you Tracking? Based on clients that we have worked on...advertisers push harder revenue gap That has prompted a few questionsSaturation? What effect will this have on ROAS?Are you considering the bigger picture?
We now know the WHAT & the WHY, but WHO should you involve in helping you understand your channels better? Each channel should have a representative present that deliver any channel specific requirements needed from the data These people then form a COMMITTEE to help decide upon attribution and overall business goals At this point it is wise to have a mediator present (in our case someone from GL or TM) to offer an objective view to help all parties come to a conclusion
- Tactical campaign against standard activity - Important as often difficult to measure these campaigns
- Buy cycle existsNo bias between channel- effective & appealing ads work