In the current digital scenario it’s even more complex understanding the paths which bring the prospects to become customers and which are the marginal contributions of the different marketing activities deployed by a brand.
Attribution modeling services and customer journey allow a depth analysis of the behavior of those users who came into contact with digital communication or interacted with brand property, in order to optimize touch point effectiveness.
Its purpose is to analyze various conversion paths of the prospects, verifying the time and the number of touch point involved before the conversion and verifying for how long the user interacted with a specific touch point, in order to maximize leads, sales or other business goals.
Its purpose is to identify which authority/planned media are driving purchases in order to optimize the investments, compared to the authorities with a more efficient acquisition cost.
Data Management Platform
It allows to collect and handle users data to improve any kind of marketing activity. For example, we can identify relations between acquisition channels, brand loyalty and customer care cost in your customers’ base, in order to get insights which will really influence your business strategy. Data Management Platform has three main functions:
- Active management of your users base (matching cookies and customer’ CRM) by connecting data together and create insights that have real value across the organization.
- Creation of lookalike target (or similar audience / extended audience) to improve advertising or other marketing activities
- Data mining and statistical inferences (like identifying clusters), on which focusing the whole marketing strategy.