I recently attended Edinburgh’s Turing Festival. (It’s a fantastic tech conference, and of course, Edinburgh is a fantastic city; you should go!)
Speakers included many names familiar to those in the online marketing industry, such as Moz’s Rand Fishkin, Seer Interactive’s Wil Reynolds and Unbounce’s Oli Gardner. And while each presentation had a high standard with thoughtful takeaways, the most insightful speaker to me was Andy Young.
Young spoke about data-driven growth, and although his presentation was more tailored to startups, it had strong parallels for in-house and agency marketers looking to help their businesses or clients gain an edge in their digital marketing strategy. In particular, he talked about how to build cohort segmentation into your web performance analysis to discover which marketing channels were generating better customers.
Young neatly defined solving lifetime value analysis as a subset of correctly attributing direct traffic, so that a user can be further classified as part of an LTV assessment at a later date. (Another challenge on our path will be assessing our attribution model generally, but let’s leave that for another day.)
Here are some key approaches:
Appropriately tag visitors to common “existing customer” URLs. For example, visitors to domain.com/reset or domain.com/login are users with an existing account that can be matched back to their original converting UTM session. This will likely allow you to tag up to 50 percent of your direct traffic for B2C businesses.
Ensure app deep link tracking feeds back into your data warehouse (for example, Branch, Adjust, Appsflyer).
Offline, ensure customers are asked where they came from and/or how they first heard about you — and similarly attribute back.
Use call tracking. You can if you run paid campaigns. Do it!
Use landing pages or custom tooling in your web analytics platform to tag free social, email, product notifications and so on, so you’re putting customers into the funnel as cleanly attributed as possible.
I strongly agree with Andy Young here that it is usually possible to get everything tracked — what is often lacking is the will. The main takeaway from Young’s talk that you need to fix your analytics gaps.
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