There’s no better way to see the importance of marketing attribution than through a real-life example. Our latest marketing attribution case study highlights just how vital it is for businesses to properly track and measure their marketing efforts.
For businesses that simply don’t have the resources to dedicate to marketing attribution, this case study serves as a wake-up call. It showcases the insights they’re missing out on and the potential impact it could have on their bottom line.
With a sophisticated marketing attribution model in place, like the one we used in this case study, businesses can better understand which channels and tactics are truly driving conversions and allocate their resources accordingly.
Now, let’s dive into the details…
Our Most Recent Marketing Attribution Solution Example
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Who: A Holiday Company With 5 Active Brands
For this particular case study, we worked with a holiday company that sells tours to an older demographic and books over 100,000 tours a year. Most of the customers reside in the UK, but they also have a presence in other parts of the world.
With a customer base of over 1 million and 5 active brands, there’s a lot of marketing activity to track! And this is where the problem stemmed from – the lack of a proper marketing attribution model in place.
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Some online and offline channels used by our client:
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The Problem: No Knowledge of ROMI & Sales Due to Marketing
Our client was eagerly awaiting its upcoming marketing budget review. But in order to get approval for the 2024 budget, they first needed to know the return on marketing investment (ROMI) for each channel in 2023, which was an almost impossible task with no marketing attribution model in place.
Additionally, they were unable to pinpoint which marketing efforts were leading to sales.
Although they were receiving marketing reports from its agencies and match-backs for their direct mail campaigns, there was still no clear understanding of how all their marketing efforts were working together to drive conversions.
With no view of the impact of their marketing, our client was at risk of making inaccurate budget allocations, missing out on potential revenue, and making it more tricky to get their 2024 budget approved.
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This is something we see with many businesses – a lack of proper tracking and measurement leading to inaccurate assumptions about the success of their marketing efforts. The risk of making decisions based on incomplete or incorrect data is simply too high. |
Our Solution: A Comprehensive Multi-Touch Attribution Model
From the off, we knew that the solution for our client would need to be comprehensive. We wanted to ensure that all their marketing efforts were tracked and accounted for, including both online and offline channels.
In order to track each customer’s touchpoint before making a booking, we set up a bespoke multi-touch marketing attribution platform. Unlike out-of-the-box solutions, our MMM platform considers each customer touchpoint instead of just ‘first’ or ‘last’ and is tailored to our client’s specific customer journeys.
We gathered data from their website, matching browsing data at an individual customer level to their direct mail base. Considering both online and offline touchpoints was crucial in this case, as the client’s target audience was not primarily online.
We trained our MTA algorithm on this historic customer journey dataset, which allowed us to add value to each step of the journey before they made a booking.
Learn Multi-Touch Marketing Attribution Theory & Models In 10 Minutes
With these scores, we calculated the value contributed by each campaign using the sum of the values found in their customer journeys while also considering the other channels that were used.
This gave a clear view of each campaign’s contribution, as well as how channels interacted with each other, to drive conversions.
The Result: Enhanced Visibility, Strategic Insights & Approved Budget
After implementing our multi-touch attribution model, our client gained enhanced visibility into the impact of their marketing efforts. They were able to see a clear breakdown of which channels and tactics were driving conversions and at what value.
This not only provided strategic insights for future marketing efforts but also helped secure their 2024 marketing budget, ready for a new year of successful marketing campaigns.
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The data:
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With these insights (and many more) now readily available to our client, they were able to plan their return on marketing investment (ROMI) and sales due to marketing with confidence.
Going into 2024, this holiday company was able to confidently allocate its marketing budget, knowing exactly which channels and tactics were driving the most conversions.
What to Take Away From Our Marketing Attribution Case Study
This marketing attribution case study is just one example of the power and impact that comprehensive MTA can have on a business. Without proper tracking and measurement, businesses are simply flying blind when it comes to understanding the true success of their marketing efforts.
A sophisticated marketing attribution model not only provides valuable insights for strategic decision-making but also helps secure budget approvals and ensure optimal resource allocation.
Your customers journey’s are complex, and your marketing efforts must be accurately reflected in your data. By leaving your customer journey data untouched, businesses are missing out on the full picture of their marketing impact.
So if there’s one takeaway from our latest marketing attribution case study, it’s this: invest in a robust and tailored marketing attribution platform to truly understand the ROI of your marketing efforts and drive business success.
Get in Touch With Us Today
Whether you want to learn more about how we work or you want to immediately benefit from our complete marketing attribution solutions, we’re here to help.
Get in touch with us today and let’s discuss how we can elevate your understanding of marketing attribution to the next level.
Want to read more of our case studies? Head to our full Case Study section for more real-life examples of how marketing attribution has helped businesses like yours succeed.
FAQs
UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.
Our technology focus has been to develop UniFida. Data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.
Marketing is changing at an explosive speed. Our ambition is to help our clients stay empowered and ahead in this challenging environment.
Julian Berry is an accomplished marketing technology leader. Julian spent his early career working directly under renowned direct marketer Christian Brann. He then held senior marketing roles at NatWest and LTSB before establishing several successful consultancies. He founded UniFida in 2014, and pioneered multi-touch attribution platforms that help marketers measure and optimise marketing value across channels.
