Each purchase is the result of a consumer journey. This journey starts with a desire: I want a new hat to make me look cool in front of my friends! - and ends with an exchange that benefits your business - if you give me this hat, I'll give you more money than it cost to make and market it! While this journey was once somewhat linear, today's consumer journey is longer and more complicated. A study of online shopping habits included purchase journeys from 20 to 500 touch points.
While 500 may be top of the employee email database line for most businesses, the truth is that consumers are exposed to more and more messages in general and are using more channels to access those messages than ever before. As a marketer or small business owner, it's up to you to manage these channels and touchpoints, and decide where to channel your advertising dollars. But with such a dizzying array of options, this task can be extremely daunting. How do you know the best way to distribute your resources? This is where tactile marketing attribution comes in. Attribution allows you to trace the consumer journey to gauge the performance of your marketing efforts.
It helps you better understand how your efforts impact the entire sales cycle and how your different channels and touchpoints work together to produce optimal results. By measuring and evaluating the performance of your marketing channels at the user level, you can allocate resources to drive the most conversions at the lowest cost to your business. This is an essential part of creating successful marketing campaigns. According to Google Think, 72% of marketers agree this leads to better budget allocation. What is marketing attribution? Marketing attribution is the process of determining which of your marketing efforts are responsible for getting consumers to take actions that create value for your business.