Marketing Attribution Archives

How digital attribution modelling improves your marketing performance

Posted on: 29 June 2023

When allocating your marketing budget, how do you really know how much you should be spending on display? Your last-click attribution model suggests that it performs terribly, costing over £500 for every acquisition. However, it does appear to drive a lot of traffic to your website.

If this resonates with your business, you are not alone. This is a challenge faced by many brands – what is the true impact of each of your digital channels and how much do they contribute to someone becoming a customer?

Digital attribution models are used to measure the performance of digital marketing channels, but there is a wide variety of them out there, and they can be set up in many ways. Which is the right approach for your organisation?

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While there are several attribution models to choose from, choosing the model that will best suit your objectives and goals can be determined based on your business’ unique needs and your available data.

Four steps CACI take to implement a multi-touch digital attribution model, to determine the true value and performance of marketing activity

Step 1: Understanding your business goals and objectives

Building an effective and valuable multi-touch attribution (MTA) model is grounded in having a full understanding of a few key points, including:
The wider business objectives – how does this project help to achieve these?
The exact point of conversion in a consumer’s journey, often where they cease being a lead, and are acquired as a customer
Any fundamental differences in marketing activity across different regions or markets
The definition of a successful MTA project for your organisation

Step 2: Evaluation of current capability

A comprehensive review of your brands data and technology used to support digital marketing must be carried out before modelling can begin. This includes:

Evaluating your digital analytics platforms to ensure:
- All necessary tracking and tagging are implemented
- Relevant metrics and goals have been set up in line with best practice
- Channel/sub-channel and campaign data is recorded correctly
An understanding of the past and present media activity:
- Organic, paid and app
A complete understanding of a customer’s path-to-conversion
Understanding the current measurement framework and any Key Performance Indicators (KPIs) that are reported back to the business
A complete review of the technology to be used to develop and implement attribution

Upon completing an assessment of the existing digital data and technology stack, CACI will make recommendations to ensure the MTA model runs optimally and follows best practice.

By establishing what is in place, what can be optimised, and what needs to be adapted, we can identify the most suitable solution to develop.

Step 3: Building a Multi-Touch Attribution model

Preparation is key, but finally, the fun can begin! Build and validation of an MTA model includes the following steps:

Identify & collate all data for the paths a customer can take on their way to making a purchase/converting
Evaluation of the most suitable modelling method to be used (e.g. Shapley Value vs. Markov Chain)
Build, test and validate the MTA model
Integration into your technology platform for a fully automated solution
Assess model performance and produce insights tailored to your KPIs (e.g. channel share, cost per acquisition, return on investment)

Your MTA model will now deliver the insights required for you make informed decisions. Results from MTA models feed into:

Media planning: giving you confidence in budgeting and channel allocation
Optimisation: determine the most effective channels and campaigns for you to invest in
Granular insights: derive insights on your marketing activity per segment

Step 4: Evolution to best-in-class

Results from your MTA model need to be consumed on a regular basis. There needs to be a continuous closed loop of feedback into strategic decision-making and campaign planning, to improve targeting, and ultimately ensure you’re reaching your customers at the right time. As well as ongoing optimisation, CACI can support you in further enhancing your marketing through data and insights, including:

Integration of new channels
Model refreshes at optimal times
Technology selection and integration
Econometric modelling
Insight strategy

What are the major barriers affecting digital attribution modelling?

Non-digital media & in-store visits

Online results are easy to generate when businesses have a website and application analytics account. However, tracking and customising the customer journey for non-digital media and customers’ visits to physical stores becomes rather complicated. Customer engagement that can otherwise be tracked online is met with a challenge, and if any campaign efforts have been in place, a different approach such as econometrics would be required.

Third-Party Cookies

Cookies allow attribution models to function by identifying and tracking a user across their website-visiting journey. A lack of cookies translates to a lack of standards for advertisers, causing brands and businesses to question whether media planning and optimisation efforts can or will be successful.

Cookies underpin much of how digital marketers track and target individuals – small snippets of data which can demonstrate a user’s online activity over time. The third-party cookie specifically has been on its way out for some time, with Safari and Firefox already having phased these cookies out. Google initially announced to follow suit with their browser, Chrome, in 2022, but has since delayed this to 2024. This means that the functionality that has long been taken for granted in attribution and other digital analytics will change.

Marketers and analysts may have to adapt how tracking users across digital properties and devices takes place, which may make getting a cohesive picture of the user journey more difficult to deduce in attribution. Google has stated their intention to replace this with a first-party counterpart, forcing marketers to leverage walled-garden ecosystems like Google even more. The way other sectors will react to first party cookies in the future remains unclear.

Why your business would benefit from digital attribution modelling

CACI supports businesses in their delivery of optimised marketing efficiency by:
Determining the value and performance of activity through evolved multi-touch & econometric modelling
Producing results to sustain & increase growth through targeted investment & improved marketing performance
Delivering improved accuracy, consistency and availability of marketing performance insights
Enhancing capability by evolving Data, Technology & Process
Supporting the provision of ongoing Strategic & Delivery resource

Find out more about the impact that digital attribution modelling can have on your business in our whitepaper here.

How CACI supports the wealth management customer journey

Posted on: 26 April 2023

It is now crucial for wealth managers and financial service firms to better their consumer understanding. They can do so by ensuring they are well-versed in the entire consumer lifecycle and journey, understand optimal communication techniques required for effective customer marketing, collect enriching customer-centric data to tailor marketing and distribution effectively, and establish innovative ways of measuring these areas to remain compliant.

Access to insightful demographics on the lifestyles, attitudes and behaviours of investors within the market can help drive improved distribution performance, revenue growth and increased client engagement. This crucial investment market knowledge can be provided by CACI.

How does CACI support a firm’s wealth management customer journey?

Through a detailed understanding of current investor behaviour needs and growth opportunities, CACI can support businesses by quantifying acquisition opportunities across regions to inform effective growth and investor engagement strategies.

Once businesses have been equipped with the appropriate datasets to target high net worth individuals (HNWI), CACI can support the optimisation of marketing performance across channels and help businesses improve their distribution performance through digital, direct and intermediated channels to drive improved marketing return on investment, increased customer acquisition and better investment retention performance.

CACI offer a range of support for wealth managers and firms to meet customers’ needs while ensuring compliancy, including:

Support in better understanding existing investors.
Understanding the market and identifying opportunities, particularly in identifying how and where to acquire HNWI.
Determining where potential and current customers are located, as well as their value.
Receiving demographic data and behavioural insights on investors to better understand the customer landscape.
Demonstrating compliance with Consumer Duty, with meeting customers’ needs remaining at the heart of what CACI do.

How CACI use data science & analytics to support the wealth management customer journey

CACI’s data science & analytics services have three primary capacities to support the enhancement of the customer journey:

Using pre-existing information on younger investors in wealth managers and firms’ portfolios to build bespoke datasets. CACI’s multi-sector knowledge and access to unique lifestyle datasets enables the building of this bespoke consumer data insight, providing wealth managers and firms with a detailed picture of the opinions, preferences and spending potential of HNWI.
Modelling prospects for HNWI based on demographics.
Assessing firms’ historic data to determine how HNWI already in their portfolio achieved this position by tracking their movements and identifying signals and triggers, to enable modelling of future investors.

CACI’s wealth management customer journey support: real-time examples

How CACI’s Fresco solution supported one business’ customer acquisition & marketing strategy

CACI’s Fresco solution was employed at one business to establish a granular understanding of existing investors. This allowed for the development of a targeting propensity score, which enabled the pinpointing of potential investors that would be most likely to join the business. CACI then identified and mapped opportunities across the UK, considering regional differences and high value areas to target. Detailed insight into prospects supported the development of a consistent marketing targeting strategy within the business, which was also rolled out across traditional and social media.

Results:

Development of a targeted audience strategy focusing on high propensity and high value audiences.
Reduction in digital marketing spend.
Increase in digital marketing ROI (return on investment).

How investor segmentation, personas & geographic data application transformed a business

CACI developed investor segmentation, detailed personas and geographic counts to support a market sizing initiative requested by one client.

The resulting data uncovered hundreds of variables at an individual level and provided rich insight into a range of traits and characteristics. This not only supported the business’ understanding of its current customers, but of the wider UK investment market. CACI developed personas to help the business gauge an in-depth view into consumer behaviour, insight into the market and the potential reach for key segments. Finally, geographic mapping helped the business understand acquisition and growth potential across catchments and regions, and cross-sell models were developed to support the immediate activation of distribution and marketing activity.

Results:

The business experienced steady and sustainable growth in its acquisition, retention and reactivation.
Increased investment values were received from both new and existing investors.
The business was equipped with actionable insights to help inform ongoing and future marketing and office location strategies.

Throughout this blog series for the wealth management industry, we break down the opportunities for businesses to attract and retain high-net-worth individuals. Continue reading at the links below:

Blog 1 – Four barriers wealth managers face when attracting & retaining customers

Blog 2 – How to identify, attract & retain high net worth individuals

Blog 3 – Three reasons why wealth & asset managers need young investors

Whitepaper – Acquiring new high net worth clients – What wealth managers need to know

To find out more about how CACI can support your wealth management customer journey, contact our team of data experts today.

Three reasons why wealth & asset managers need young investors

Posted on: 14 April 2023

While wealth and asset managers may have developed a sophisticated and loyal base of investors, it is no secret that their client base is ageing and shifting. There have been noticeable changes in both the types of customers and their behaviours, whereby moving away from traditional investment styles and seeking out alternative areas of wealth to gain market share have become commonplace.

So, why would wealth and asset management firms benefit from having younger investors in their client base?

Their trajectory to wealth has high earning potential for wealth management businesses

Reaching the broader and untapped market of high-earning young investors has become critical for wealth and asset managers to continue to be successful. Supporting potential investors who are en route to wealth inheritance, who may find themselves in a position to sell off a thriving business in the near or distant future, or whose career path suggests high earning potential, are all inviting factors to drive wealth and asset management firms to acquire younger clients.

According to the Financial Conduct Authority (FCA), a High Net Worth Individual (HNWI) is someone who either earns more than £300,000 per annum or has net assets of more than £3,000,000. Firms with a client base that is more likely to pass down their wealth generationally are left to wonder the amount that might one day be re-invested into the firm, while young investors are more likely to distribute their wealth differently as a result of their current life stage and emerging alternatives, such as Crypto currencies. While the average new and younger potential investor may, for example, only bring ~£100k in assets to the table, potential exists for this investor to be on the trajectory towards becoming a high-net-worth individual.

Their financial industry knowledge is superior

Young investors building or inheriting their own wealth are often more knowledgeable (and environmentally conscious) about their financial options than previous generations.

With 80% of 18-24-year-olds having reportedly invested in ESG (Environmental, Social and Governance) stocks according to the Saltus Wealth Index 2022, their expectations on the importance of sustainable or green investments may likely differ, and they may be inclined to ensure that ESG factors such as how the businesses they invest in respond to climate change, water management, health and safety policies are likely to be considered. These investors may also be more likely to consider whether investments meet global standards for sustainability reporting (GRI) in transparency and accountability.

They are not afraid to take their services digital

The investor arena has increasingly filled with entry-level investors who have lofty expectations for customer service, especially with digital services. They are aware of the capabilities of self-sufficient online investing; therefore, they expect the same level of speed and ease of use in all their financial affairs.

How can wealth management businesses identify and secure young investors?

Without a comprehensive understanding of the behaviours and traits of potential younger investors, firms may struggle to target the right investors through their own initiatives, or target young investors at scale through digital channels. CACI is equipped with robust data that can provide valuable insight into potential investors at scale across the UK, garnering information on who the potential clients are, what they like, and what they do. CACI can also track existing clients’ signals and triggers to model with future investors in mind.

Blog 1 – Four barriers wealth managers face when attracting & retaining customers

Blog 2 – How to identify, attract & retain high net worth individuals

Blog 4 – How CACI supports the wealth management customer journey

Whitepaper – Acquiring new high net worth clients – What wealth managers need to know

Is your firm looking to attract younger investors? Get in touch with us by clicking the link below to find out how you can achieve this.

How to identify, attract & retain high net worth individuals

Posted on: 23 March 2023

The distinction between attracting and retaining high-net-worth individuals (HNWI) within the existing investment landscape can feel like a blurred line for many wealth and asset management firms.

With new rules released by the Financial Conduct Authority (FCA) in 2022, which demanded increased consumer protection for financial services consumers, it is now more important than ever for firms to leverage data to improve customer experiences and outcomes.

As a result, firms may now be experiencing the impact of lacking the necessary customer-centric data to effectively and compliantly deliver positive experiences and outcomes. Understanding the steps that must be taken to ensure that wealth management firms are digitally safeguarded, while adopting customer-first practices and identifying the HNWI they would like to attract, will be critical.

How do wealth & asset management businesses know who to attract?

It is through enhancing customer data that is backed by demographic, lifestage, lifestyle and attitudinal insight that will enable wealth & asset management firms to better understand, reach, and serve customers. Without having the right data available, they will risk lacking an integral understanding of who to attract.

Wealth products were historically sold by independent advisors who knew the local area and could identify the ultra-wealthy with ease, including where they were likely to be, often by word-of-mouth. This is no longer the business model for many wealth management firms looking to identify potential business at scale and deliver direct sales to new investors who expect a different type of engagement.

What major challenges do wealth & asset management businesses face in attracting & retaining high net worth individuals?

Competition for investment

The everchanging investment landscape has caused wealth and asset management firms to re-evaluate existing investor experience approaches. To keep up with the changes in client demands, firms that lack integrated insight and digital engagement capabilities will find themselves at a disadvantage against competitors, and unable to provide the tailored experiences investors now expect.

Cost of living

With no definitive end in sight for the cost of living crisis, there is increased interest in targeting affluent individuals from across sectors, many of which are mature in their data and digital capabilities. Wealth Management firms will experience increased competition and pressure for those available assets. Firms are tasked with reassessing their customers’ journey end-to-end to determine how to effectively safeguard against these unpredictable times.

What techniques should wealth & asset management businesses use to retain investors?

Effectively identifying and catering for the right customers

No two customers are the same, and firms that may have opted for a traditional approach that meets the needs of all customers will quickly realise that personalised and customised experiences for each unique customer is the best way forward. It is integral for firms to understand what their clients want and where they are seeking out financial products that meet their unique needs, to help them access the right products. This approach will allow customers to gain the most use of their tailored solution and will encourage them to remain with the firm for future support in their financial endeavours.

Utilising consolidated data to retain customers

Firms that effectively utilise consolidated data will notice long-term growth and can leverage this to outcompete their competition. Firms have client data, but without an understanding of how to enrich it, decipher it and make use of it to improve their customers’ experiences, they will not determine how to retain customers effectively. Customising solutions for clients that are built on demographic, attitudinal and behavioural insight will be paramount for this.

Acting upon customers’ short and long-term needs

Firms need to better understand the current and future needs of investors to appeal to a wider investor audience. Those that acknowledge the need for enhanced client understanding can introduce insight into their business that will drive improved customer-first experiences and outcomes.

How can CACI help?

Consumer Duty is an authoritative intention that will guarantee trust between financial institutions and consumers. Firms must innately understand their customers to adapt their products and drive messaging that effectively engages them and improves results, whilst also ensuring compliance with the directive.

CACI is uniquely positioned to support businesses through agency, consultancy, data provider and system integration capabilities, all of which work in conjunction to drive value for your business. Our services and data products work in conjunction with our strategies and values to continue to connect firms with their customers.

Blog 1 – Four barriers wealth managers face when attracting & retaining customers

Blog 3 – Three reasons why wealth & asset managers need young investors

Blog 4 – How CACI supports the wealth management customer journey

Whitepaper – Acquiring new high net worth clients – What wealth managers need to know

To find out more about how CACI can support you, contact our team of data experts today.

Four barriers wealth managers face when attracting & retaining customers

Posted on: 10 March 2023

Navigating everchanging expectations from customers, as well as new rules from the Financial Conduct Authority (FCA) to ensure that increased consumer protection is in place, has led wealth managers to not only find new ways to better understand their existing clients, but innovate ways to identify and attract new high net worth individuals (HNWI). This has caused many wealth management firms to scramble to increase their digitisation and customer-first policies quickly and effectively.

The ability to define these HNWI and UHNWI can be cumbersome, especially when the HMRC, FCA and individual banks and wealth managers all use varying criteria to measure this. Wealth and asset management firms looking to grow their business through the acquisition of these individuals will have to consider the importance of overarching data and scalable transformation to do so.

While you may recognise the need to better understand your clients, legacy practices and technology can often hold you back. Currently, we have noticed four major barriers in attracting and retaining customers:

1. Sparse investor data to inform decision making

Building a high-net-worth portfolio of investors requires the right financial products. Financial and consumer data products that identify people with incomes above £100k are far and few. This makes differentiating between an investor earning £100k and an individual with a £500k annual salary complicated, and identifying and targeting high-net-worth groups a challenge.

You cannot rely on your clients’ intergenerational wealth either as, once it is passed down, it is often the case that inherited wealth will be spent or not reinvested. However, if it is reinvested, it is often done with other brands, as different investor groups have different needs. This can leave you questioning how much wealth will actually remain with your client.

2. Lack of understanding of current and future investors’ needs

Once you acquire a new HNWI investor, utilising your cross-sell and upsell capabilities to extract the most benefit from their available wealth will be crucial. The ability to understand your clients is paramount, including both present and future needs in order to establish a long-term relationship.

Consumer Duty has been introduced to make firms more accountable over the suitability of their products and services, to meet the needs of those they are sold to. You will need to review the entire investor lifecycle and journey, revisit how and what to include in your marketing strategies, and establish new ways to measure all these areas to remain compliant and trusted.

Outreach to younger target investors

Younger investors are not as likely to behave as their older counterparts. For example, they may not necessarily attend the same in-person industry events, and often need to be targeted and communicated with via digital channels or social media. They will also want to manage their assets via digital platforms to be more self-serving. This means you need to work harder to intrigue and engage with younger investor audiences.

3. Maintaining GDPR (General Data Protection Regulation) compliance

By attempting to reach your target investors via additional or new channels, you must consider data protection and GDPR. Substantial penalties can come with breaches; therefore, you must ensure that any data handling is done carefully and correctly. Plus, you need to provide clarity to your audience as to where you have sourced their data from and why you are legitimately contacting them.

4. Delayed response towards technology-first approaches

The last five to 10 years have seen a significant move towards digital transformation and customer-first policies, particularly with banks and building societies. While this ongoing transformation has been relatively steady for some sectors, the wealth and asset management sector has struggled to adapt.

To appeal to investors, brands must now adopt and embrace digital practices by implementing business models that will facilitate customer-led and technology-first transformation.

How can CACI help?

CACI is already a trusted partner to leading wealth and asset management firms, supporting investor acquisition and retention through predictive analytics and data solutions.

Throughout this blog series for the wealth management industry, we break down the opportunities for businesses to attract and retain high-net-worth individuals. Continue reading at the links below:

Blog 2 – How to identify, attract & retain high net worth individuals

Blog 3 – Three reasons why wealth & asset managers need young investors

Blog 4 – How CACI supports the wealth management customer journey

Whitepaper – Acquiring new high net worth clients – What wealth managers need to know

Or to learn more about how CACI can help your firm overcome barriers in this area, explore our services or get in touch.

A Customer Personalisation Platform to deliver change for financial services brands

Posted on: 3 January 2023

Change within the financial services sector is complex. There are multiple stakeholders, regulatory needs, and often a base of legacy data and technology to unpick.

From our work with major brands, we know that the change is achievable and worthwhile. Investing in customer centricity will pay dividends in the long-term by reducing competitive threats, winning new customers, and ensuring retention of base customers.

To succeed in an increasingly competitive market, financial services brands need to establish change that encompasses:

A coherent data-driven strategy – where customer data is of a high quality and securely democratised to enable meaningful messaging to the individual
Establishing the right business targets and success measures – moving from short-term outcomes to long-term value for the customer and the organisation
A focus on your customers and the market context – understanding the needs and behaviours of both customers and prospects to better engage them
Maximising data and tech ROI – having the right tools to deliver the outcomes the business needs and then sweating the technology assets to deliver long-term ROI
Measure and optimise what matters – ensuring accurate reporting is fed through the business and that teams are empowered to act on those insights to optimise performance

Our challenge to leaders within financial services is to create a vision and become an agent of change. We want to work with brands who care about their customers and are making changes to show it. Therefore, our catalogue of services is developed to do amazing things with data and connect your brand with the individual.

At CACI, we can improve marketing ROI through detailed attribution modelling. Our customer demographics and bespoke segmentations provide a more accurate profile of customer needs, market size, and even financial vulnerability. Technical decisions around investment in AI, decisioning or identity resolution are made by defining clear use cases for technology and designing future technical architectures.

This work led to CACI developing a framework for customer personalisation at scale. Working with leading vendors Tealium, Braze and Snowflake, we created a technology blueprint that can achieve full integration between enterprise data and the omnichannel experience.

To find out more about the CACI Customer Personalisation Platform or to discuss issues related to customer transformation, please get in touch.

You may also be interested in downloading this report which uncovers a surprising disconnect between what banks think and how customers feel about the customer experience, with statistics and insight gathered from 1,500 marketing leaders and 5,000 consumers.

You can also check out the previous parts of this blog series below:

Blog 1 – How the banking and financial services sector can lean into a changing market

Blog 2 – Creating human banking experiences through data-led marketing

Blog 3 – Three ways to stand out in a crowded insurance market

Blog 4 – Combining data and technology to deliver effective customer journeys in the financial services industry

Marketing Attribution

Marketing through Covid restrictions and recovery

Posted on: 24 February 2021

Why marketing attribution analysis is the most important weapon in B2C’s armoury this year.

Everyone’s talking about which changes will stick and what the future holds for consumer brands, as global and national economies and commerce reform and recover from the impact of Covid and successive lockdowns.

With tight margins and budgets the reality for most, and caution the watchword even for the most stable and successful organisations, prioritising and justifying marketing spending is key in an unpredictable and fast-changing world.

Improving overall marketing ROI will deliver most value

It’s ironic that cost reduction pressures are also what stands in the way of designating team resources or recruiting specialists to scope and deliver the comprehensive, reliable and granular information that would enable you to dramatically improve marketing ROI.

Most organisations are focused on value, ROI and prioritised spending right now. Marketing Directors need to spend less and get more bang for their buck – and they need to prove they’re doing it effectively. That means making changes and making cuts. But where?

As one marketing director says, “My marketing budget is under serious pressure so I’m scrutinising every activity and channel for signs of underperformance. Any hint of weakness and I pull the campaign. What more can I do?”

You need more insight to cut costs with minimal risk

The problem is that arbitrarily scaling back marketing activities because they feel expensive or look disproportionate on the P&L can have unforeseen consequences for other related activities. You won’t know the hidden impact of these campaigns until too late, when it begins to reveal itself in bottom line sales figures.

These are challenging times for all organisations. Budgets are tight. New channels are developing faster than ever. Consumer trends are volatile. You need to be agile in rapidly changing markets. Rich, reliable and actionable insight is more important than ever before.

How do I sell more with a reduced budget?
What marketing actions should I take when things change?
What impact does each channel have on others?
How do I convince the business that marketing is working?

You need advanced capability in data integration, modelling and measurement

You need to model for growth and changes in your customer and channel mix. You need to know exactly what’s working to engage different customers and where you’re getting strong ROI. You need to measure and model your entire portfolio of marketing and communication activity more rigorously and rapidly than ever before. You can’t afford any bias – for example, relying on analysis from media owners or channels whose interest is best served by more investment from you.

Moreover, adjustments to targeting and positioning can make a dramatic difference to campaign effectiveness. With the right information, you can understand where it’s beneficial to tweak a campaign to optimise it to get more from the marketing investment, and where a campaign is at its maximum potential.

There’s a clear business case for marketing attribution in the post-pandemic world

B2C organisations need access to sophisticated marketing analytics at a time when there’s no slack in the budget for investment in unproven technologies. Happily, marketing attribution analysis is a proven solution. It tangibly improves ROI from marketing activities – and we can help you make the business case based on clear evidence.

At CACI, we’ve developed our marketing attribution approach based on experience gained working with leading global clients that command vast amounts of data and a complex range of marketing campaigns, media and channels. We’re channel, campaign and media agnostic. We can show you the results of optimisation driven by this powerful data insight and share best practice that’s powering the success of leading organisations.

Our short paper 8 key questions you can answer with marketing attribution analysis explains exactly why you need this game-changing insight to fuel your marketing success in your post-pandemic consumer market. Read it now and get in touch if you’d like to discuss how you can put marketing attribution to work for your organisation.

It’s a big question: is your marketing working?

Posted on:

Marketing attribution analytics could help you get some clear answers. But many organisations are frustrated by a lack of objective expertise and resources to deliver it. Our marketing data expert Ed Sewell recommends an accessible route.

What’s really working in your business to drive performance from your marketing spend?

Marketing, Finance and Commercial leaders need a dependable, evidence-based answer. But that’s hard to come by in an increasingly complex channel, media and consumer environment.

Your marketing harnesses a vast array of digital and traditional channels. And you’ll already have a range of measures and evaluations in place for many of them. But to prioritise effectively, you need to put it all together to see the contribution and interdependence of all your marketing activities.

Robust, joined up marketing attribution analysis is the only way you can get to the bottom of it.

WHAT’S SPECIAL ABOUT MARKETING ATTRIBUTION?

Marketing attribution can help you answer key questions that shape your marketing priorities and tactics and directly influence sales performance. For example:

How do I attract and keep the right customer segments?
How well is each marketing channel performing?
What impact do external factors have on my marketing results?
What channels and content should I invest in next?
How do I improve results with reduced budgets?

Detailed, accurate and actionable answers to these questions provide decision-making evidence that you can apply across your organisation and use to formulate a competitive and profitable marketing strategy, ultimately improving results.

The crucial characteristic of marketing attribution analysis is its completeness. It’s an integrated, reliable set of insights that shows exactly what’s delivering ROI and how your activities across all channels inter-relate. The information is current and updates continually, so you can see trends and take action based on real-time market and consumer factors.

WHAT’S THE BEST WAY TO HARNESS VALUE FROM MARKETING ATTRIBUTION?

Marketing attribution is a long way from manually updated spreadsheets or the kind of two-dimensional marketing metrics that are typically used to measure the effectiveness of individual campaigns and channels. It demands specialist expertise and powerful technology, to produce meaningful and clear reporting.

That’s why at CACI we’ve been working on developing a third-party proposition that all organisations can exploit to get rapid results and impact. Based on our experience of marketing analytics across every industry, channel and campaign type, we’ve built an objective and fully integrated marketing intelligence solution that can handle the vast volumes of data that provide a complete picture of marketing effectiveness.

CACI’s marketing attribution analysis is a unique, specialist proposition that we’re able to deliver because of our deep and wide-ranging data insight expertise. It provides complete and continual oversight of all your campaigns and channels, in context of the customer segments you’re addressing and external market factors.

THE ROI OF MARKETING ATTRIBUTION INSIGHT: GET ANSWERS TO EIGHT CRITICAL QUESTIONS

If you’d like to know more about how CACI Marketing Attribution could help you deliver excellent ROI from your activities, read our short paper “Is your marketing working? 8 key questions you can answer with marketing attribution analysis.”