With such a vast range of marketing techniques being used in retail, it’s so important to be able to analyse and work out where you’re getting good returns and which avenues aren’t performing so well.

Our community have expressed their difficulties in attributing leads and sales to the correct sources to really work out just how much their marketing investments are paying off.

We discussed this on a roundtable at our recent residential Exchange meeting in London, with one of the key takeaways being that attribution is tough for all, but test, test, test and test again and you’ll make it clearer…

The below scribe outlines some of the key points of discussion from the roundtable.

Key Takeaways:

  • Click stream analysis for brand journey to customer
  • Incrementally testing to understand channel attribution
  • Consider regional tests as a means to measuring incrementality
  • Think about regionalised testing to measure ROI when transaction isn’t owned
  • Attribution is difficult for all, but test test test and test again and you’ll make it clearer
  • Don’t be afraid to turn off and test paid for channels
  • Clickstream analytics to understand long term attribution
  • Don’t be afraid to turn things off
  • Incrementality can be achieved, be brave and turn things off
  • Find better attribution methods
  • Don’t measure everything in google analytics
  • You can turn off affiliates
  • QR code at till for data capture/attribution

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