How Data Onboarding Powers Enlightened Attribution Modelling


As we’ve previously discussed, simple attribution models, such as ‘last click’ and ‘first click’ attribution often leave a lot to be desired, and can create a skewed perspective of exactly what’s working and across which channels. And even though online channels can be easier connected, they often lack clarity when it comes to attributing online actions to offline success.

It’s a complex and hard-to-track picture. And that’s where Data Onboarding steps in.

What Is Data Onboarding And How Does It Improve Attribution?

A Hollistic Model

The idea is simple: data onboarding connects data across your many marketing apps, platforms and channels – especially connecting offline and online activities – to let you create holistic attribution models and see what’s really working among all your marketing activity.

Fully Connected

When you connect all your consumer data, you can start truly people-based measurement, instead of channel-based or device-based measurement. And your ad retargeting activities can be connected to your Email Service Provider. And, if someone sees an ad on their smartphone, then switches to a tablet to make the purchase – you can see that.

Without breaching any cookie protocols or sharing any personally identifiable information.

By now, you’re probably feeling what hundreds of the world’s most sophisticated marketers already know: this is huge.

How Data Onboarding Powers Enlightened Attribution Modelling

At a top level, Data Onboarding lets you connect all the dots in your omnichannel marketing activity. With it, you can see (for example) that Segment A saw ads 6, 7 and 9 (online) and were twice as likely to buy products A, B and C (offline). You’ll know that more people from Segment B visited your website, watched your video, then went on to buy Product Z. You can attribute that Segment C is far more likely to click through from a PPC ad and ended up buying a car.

Data Onboarding helps marketers measure more accurately and more holistically. That means it’s possible to:

  • Build more accurate attribution models
  • Optimise your budgets to increase marketing efficiency
  • Give the digital team credit for all sales they drive, not just online sales
  • Connect all silos, not just across the offline/online divide
  • Those are major benefits for any marketing team that’s serious about increasing performance. And they’re only delivered if you can connect your data silos.

Marketing has never been so measurable. At the same time, it’s never been so hard to connect all these siloed metrics into one, comprehensive attribution model. That’s why techniques like data onboarding are growing so fast across the very best brands in every category.

The technology might be complex but the benefit is simple: now you can connect your different marketing applications and channels so you can see what’s really driving revenue not just what seems to be driving it. And that makes all the difference.

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