In the virtual world, there are a large number of places where the public can learn about, interact with, and buy from a specific brand. From social networks and search engines to newsletters, among others, all channels can be interesting to promote a brand, but which one works best for your company? Despite the potential that all of them have, there is no reason to maintain a presence in each one to ensure success. In fact, this may be making your marketing investment unprofitable . The most interesting strategies are those that select and promote those channels that are bringing you the most benefits and eliminate your presence in those that are not useful for your business.
To achieve this, attribution marketing tools are your great ally. In this article we explain what they are and how to choose yours depending on your needs.
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Attribution marketing tools: what they are and how to choose yours
What are attribution marketing tools?
Monitoring different communication channels doesn't have to be done manually by you or your team. With the help of attribution marketing tools, you can easily find out which channels have the greatest potential to help your brand generate revenue. These tools are, therefore, software that has been designed to automatically analyze each and every one of your channels.
In addition, in each tool you can select the attribution australia phone number resource models that work best for you. Attribution models are different methods of valuing different communication channels. Each one distributes the value of a conversion between marketing channels in a different way. For example, the last click model is one that places 100% of the value of a conversion on the last interaction that the customer had with the brand before the conversion took place. On the other hand, models such as the first click model put all the value on the first interaction. Then there are also others such as the linear attribution model that distributes the value equally between all marketing channels. These are just some attribution models, as there are many others.
Each business will be better off using one attribution model or another, but it's hard to tell at a glance. We recommend that you try a few different ones until you find the method that works best for you. Small businesses typically find last-click or first-click models more useful, and B2B businesses tend to opt for position-based attribution models, a method that allocates the highest values to different strategic points across all communication channels. Despite these trends, it's best to experiment until you find yours, as every business is unique.
