Everything You Need to Know When Using an Omnichannel Attribution Strategy

When it comes to choosing a company to engage with, customers are flooded with options. Each and every brand is putting their best foot forward so that they get noticed.

Customers are overwhelmed with the large amounts of advertising they witness every day. Only the companies that pay attention to customer-specific requirements and personal choices will garner their attention. This is the reason why marketers need access to each consumer touchpoint, which enables them to get a 360-degree view of the behavioral patterns and demographic data of every customer.

Only this can allow them to provide consumers with relevant and targeted experiences. Consumers are willing to pay extra if they are provided with unique experiences every time. To measure this impact across online as well as offline channels, marketers need access to an omni-channel attribution strategy that gains traction from marketing attribution. This is required to generate a holistic, complete 360-degree view of the effectiveness of their mix of marketing strategies .

This can be derived from a range of measurements and external data.

Incorporating attribution into an Omnichannel strategy

The modern-day demands of consumers are unique and are evolving by the day. These days, they just need to see the advertisements that matter to them. If you fail to provide them with personalized advertisements and engagements, your brand will not succeed. You have to work on targeted ads and creative messaging. You have to analyze the past transactions of the consumer, interactions, response to discounts and promos, engagements with your brand, customers’ reaction to a particular product or offer, etc.

To better meet their needs, marketers must make the most of omni-channel attribution. Marketers must put try their best to collect data from across the marketing mix – both online and offline. They can then generate data-driven insights to learn how consumers are engaging with particular campaigns.

You need to analyze their reactions to campaigns. Another thing that marketers need in this case is the ability to determine the impact of various channels across the entire marketing mix.

Omnichannel marketing needs attribution strategies that can measure cross-channel efforts. From this unique strategy, marketers can now understand every complicated relationship between touchpoints, channels, external factors and messaging. This can be done from a digital standpoint as well as in traditional ways .

Major ingredients for an Omni channel attribution strategy

Your marketing team must choose an attribution model that will provide them with access to the right information. These are a few ingredients that can help with that.

Sales data at theindividual-level

While marketers can tie individual sales to certain consumers, they also need to understand the holistic marketing spend. They can make the most of sales data from CRM platforms, third-party sources such as Internet service providers and digital service providers, etc. They get to know an accurate baseline of data which can then be tied to the individual-level.

Aggregate and individual-level measurements

Marketers need access to data that touches key consumer trends in the marketing landscape, as well as data in individual channels. This is extremely important for analyzing the success of campaigns as well. While leveraging high-level insights via aggregate measurements, such as marketing mix models along with channel-specific insights, marketers can gain a holistic view of their marketing efforts. This information can be used to enhance campaigns strategically.

External data

As mentioned earlier, marketers need the right kind of information that delves into consumer demographic behaviors, social media behaviors, weather, proximity to brick and mortar locations, conversion propensity, behavioral patterns, etc. for accurate Omnichannel measurements. Marketers will fail to reach their goals without access to these data points . They also need to know how a person reacts to certain posts on social media, such as their tweets in reaction to a topic. Marketers can gain granular views with the help of external data.

Insights into online or offline trends

Marketers need to identify certain consumer journeys to target audiences via online as well as offline channels. This is required to understand how consumers want to be reached. This will help them make the right decision in regards to which avenues to use when out to consumers across their entire marketing mix.

Insights into channels that work

A marketer needs to determine the channels that work the best for a particular business. The market is full of a wide array of channels. However, efforts in one channel might seem better than another. It is very important that they put in their effort across the right channel to achieve the best return on investments.


Marketers are in dire need of a data analytics platform that can combine accurate measurements along with a 360-degree view of marketing performance. For a successful omnichannel strategy, accurate attribution is extremely important. It will help them measure a wider marketing mix.

Marketing teams should search for providers that can give you access to outside data, which is vital for tracking sales down to the person level.

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