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

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.”