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What does attribution mean in practice – and why do I need call tracking to do it?

Normen Daunderer
Feb 27, 2020 8:21:00 AM

In the world of marketing, attribution is the process of assigning an action (conversion) to a touchpoint along the user’s customer journey.

There are a number of traditional methods used for this purpose, including first click, last click, or the “bathtub”, in which the first and last touchpoint receive an equal share of the credit.

However, since the dawn of the big data, programmatic advertising, and AI era, attribution models are becoming ever-more complex. Depending on the product, sector, or user, the contact points that a user encounters on the customer journey are weighted differently. This dynamic attribution promises the best possible approach to optimization, and is what has been fed into the algorithms of the best bid management systems in the world for years.

In the face of all this change and uncertainty, there is one thing we can be sure of. Regardless of which attribution method you choose, it is important to measure all touchpoints and to incorporate the results into the process of attribution wherever possible. Only businesses who possess the maximum amount of information about their customers and their interaction with the company can evaluate this data and optimize the associated interactions. It doesn’t matter whether the company conducts these analyses and implements optimizations itself or sends the data to a computer-supported system such as a bid management system. The more information available, the more effective optimization can be.

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Call tracking gives users the opportunity to measure incoming calls as a touchpoint and to analyze the customer journey of a digital user. In turn, this enables marketing to see exactly how relevant a call was to the final conversion.

  • What percentage of our customers pick up the phone on their journey between initial contact and purchase and at what point in their journey do they call?
  • What percentage of callers make a purchase on the phone?
  • What is the value of the calls generated by marketing?
  • All of these questions can be answered by call tracking.

Businesses that use call tracking technology as a tool to complete the process of attribution are well on the way to achieving holistic attribution and creating a complete end-to-end picture of the customer journey.

Information produces insights.
And useful insights produce more effective optimization.

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