"Half the money I spend on advertising is wasted; the trouble is I don’t know which half."
– John Wanamaker, American merchant considered to be a pioneer in marketing
Measurement is the most critical part of any marketing campaign; especially when it comes to ROI. This is the information that will enable a business to allocate resources appropriately to acquire new customers. Scads of smaller companies, however, fail to acknowledge the variety of touchpoints along the customer journey, therefore, failing to understand how to give credit where credit is due.
A 2016 Econsultancy report revealed that 66 percent of respondents use attribution on some or all of their campaigns. Two-thirds isn't exactly a staggering ratio.
In today's digital marketing ecosystem, the customer journey is longer and incorporates more potential touchpoints than ever before; even for SMBs and startups.
In 2015, Salesforce uncovered that it takes six to eight touchpoints to create a viable sales lead. |
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