Taken from lesson five of our State of Distribution – Jenn Love lays out the basics on tracking audience behavior from awareness through sale:
Ask any marketer what the intended outcome of a campaign is, and “sales” or “business development” is likely to be near the top of the list.
Survey says it’s what we’re all trying to impact, but ask us how we measure it and we all seem to go tight lipped or start making up words.
Multiple things come into play to understand audience behavior through the entire journey. Tagging, infrastructures, and attribution play a role in the importance of keeping your audience in mind.
Tag management allows you to track the results of specific campaigns (and individual content pieces). But the important part of tagging is not necessarily that you tag your content, but that you do so with enough foresight and data hierarchy to be able to compare content groups meaningfully.
Knowing the likelihood of an entire social network to refer traffic is less meaningful per say, than a program-wide understanding of one subject matter’s likelihood to drive sales of a particular product. In order to get better outcomes on the back end of your data structure, you have to be meaningful on the front end with data capture design.
Conversion Path Infrastructure
Most web analytics platforms don’t measure for conversion out of the box. Over the past few years, it has dawned on more and more marketers that their Google Analytics account doesn’t naturally track forms, lead generation efforts, and e-commerce data without additional work. Data integrity is still at risk with spam traffic, self-referrals and unsegmented data.
More than Straight Line Attribution
Conversion paths allow you to see how your audience is buying or converting, but most conversion funnels default to last touch attribution. So what about the five visits beforehand that built trust toward the conversion? Attribution paths allow you to determine how much revenue generated from a particular campaign or the conversion rate of those campaigns. Also, you can compare models with one another and break out what campaigns perform better in which lifecycle stage.