Facebook and data marketing consultancy Artefact have released a practical, step-by-step guide they say will help businesses make the most of marketing attribution – the process of tracking and ranking the importance of marketing actions along the customer journey.
This first joint publication reveals that marketers who make attribution a business priority can double the marketing efficiency of their business. The partners say studies have shown that omnichannel shoppers have a 30% higher lifetime value than single channel customers, and the guide explains how to capitalise on this using the Facebook Attribution tool.
The guidebook explores how attribution is the critical next step of data-driven marketing maturity, with impact beyond digital practices. It also demonstrates how attribution is one of the most important accelerators towards a digital-first and consumer-centric business model and mindset.
The guide says better attribution pushes organisations and brands to move from discrete touchpoints planning to gluing together holistic consumer journeys. This reasoning is illustrated through three client cases showcasing best-in-class experiences with Etam, Europcar and TUI.
Other elements explored in the guidebook include:
- How customer data collection can be enriched for attribution quality and accuracy
- Why attribution is a critical enabler of efficient marketing (cost optimisation) and personalised experiences (message optimisation).
- What are the key pillars of an attribution project using Facebook Attribution (measure – understand – allocate) and which stakeholders need to be engaged in the process.
- The key steps and best practices to successfully implement Facebook Attribution and accelerate your measurement journey.