Maximizing Marketing Spend with Attribution Models

February 20, 2013

Note: This is a guest post by Ashley Verrill.

Once upon a time, marketers just played the quantities game. Pay for the biggest audience you can afford – whether that’s a billboard, newspaper advertisement, radio or otherwise – and trust that increased sales after the fact resulted from that investment. Well, times have changed. Today’s marketer can target prospects to an increasingly granular degree and measure return on spend to the cent.

But this ability raises another issue. With so many options available, it’s difficult to know where to prioritize your spend. Which channels move your ideal customer down the sales funnel fastest? Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey?

Marketing automation solutions reviewer, Software Advice, created this video guide recently to help guide businesses along this uncertain terrain. Analytics expert Laura Patterson describes step by step how to create an attribution model. This method maps channels and content along your customer journey, then identifies those with the highest rate of success for moving contacts to conversion.

LauraPatterson_Video

Click to Play

About Ashley Verrill
Ashley Verrill is a market analyst that writes for theSoftware Advice. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor’s degree in journalism.

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