How to implement an optimization framework for long-term attribution success
Columnist Alison Lohse offers a framework around which to structure your attribution program and stay aligned to organizational goals by strategically balancing efficiency, scale and testing.
Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing attribution and proved that the system works. You got the team on board, clearly defined your objectives, isolated specific channels with tactical tests, then expanded into strategic cross-channel analysis. The system is officially up and running. So now what?
Long-term marketing attribution success depends on an operational approach to dialing your media investments up and down. At my company, Conversion Logic, we apply an “Optimization Framework” methodology to ensure discipline and repeatability. When most customers get their first insights, they are either paralyzed with options or they want to turn every optimization knob and lever simultaneously. Both approaches make it difficult to determine causality of changes and can be inefficient.
Our framework helps our clients be more deliberate in meeting their business objectives. It includes three main components: managing efficiency, finding scale and testing.
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