Attribution 属性 The practice of using business intelligence to allocate proportional effort to anymarketing communication, acrossall channels, that ultimately leads to the desired customer action.
The Degree Of EngagementDegrees Low Medium High Highest Collaborativ Content Adoption Social e Filtering Creation Circulating, Uploading Fanning, Online Bookmarkin Rating, (UCG), FormingOutcome g, Tagging Voting Blogging, Interest Tweeting Group, Advocating Participating Clipping, Word Of Offline Commentin Event, Photo Mouth,Outcome g Taking Shooting Endorsing
Marketing Intelligencethe repository that integrates data from all sources and enables analysis on a variety of business and marketing decisions. In Short, Analytics.
Bonus: How To Write Engaging Copy?Awareness Emotional BenefitInterest Consumer NeedDesire Functional BenefitAction Product Attributes
Learning1. Visualize the attributions.2. Strategize the engagement models.3. Identify & organize the metrics.4. Measure the outcome.5. There is no conversion, yet. Don’t mix it up.
You don’t capture your audience with just one message, just onepretty picture, or just one perfectly advertisement. It’s a complex process of planting the seed, nurturing it, and finally harvesting the fruits of your marketing efforts.
Different Attribution ModelsLast InteractionAttributes 100% to the last First Interaction Attributes 100% to the first Linear Attributes equal credit to alltouch point before conversion touch point that creates touch points awarenessPosition Based Time Decay CustomizedAttributes the significance of Attributes the significance of Attributes the significance ofcontribution to conversion for contribution to conversion for contribution based on type andeach touch point each touch point based on time traffic sources
Active Evaluation Awarenes Widen the brand s choices Active EvaluationAwarenes Desire >s Loyalty Loop Action Recall the preferenti al brand Awarenes Interest s
ShowroomingShowrooming is when ashopper visits a store tocheck out a product andthen purchases it onlinefrom home.• 45.9% US online shoppers who have researched a product in a retail store before purchasing the product online - Feb 2012
What ContributesZMOT?• More often, it happens online.• It happens in real time.• The consumer is in charge.• It is spontaneous & emotional.
Why ZMOT IsImportant?• ZMOT becomes more and more important when money is tight!• Customers feel like a hero during the ZMOT.
Benchmarkingcontent inventory.Find out thepublishing frequency& the degree ofrelevancy.Collect insights andattributions via varioussources, especially viasearch engines for
Monitor and take notes onthe competitors’copywriting.Collect insight from webanalytics, setup socialsegment, monitor the lifecycle of Weibo.Combine all the above andvisualize them for a journeyof ZMOT.
14 Steps to start thinking like a content producer1 Know your audience2 Define key themes and messages3 Establish a frequency framework4 Create a detailed editorial calendar5 Develop regular features6 Interview7 Go multimedia
14 Steps to start thinking like a content producer 8 Enlist expert contributors 9 Create user-generate content10 Editorialize11 Turn on comment and feedback12 Listen13 Recycle14 Capture