Marketers have a tough job. They have to take consumer data and apply that in an actionable way to help brands make decisions about their marketing campaigns, customer experience, and a whole lot more. These insights often determine where a brand puts their money, and if that data isn’t correct, it can cost them  a whole lot of money in failed marketing campaigns.

This is exactly why using real-world data for digital marketing attribution is a marketer’s new best friend. We’re not telling you to ditch the survey tools and questionnaires, we’re just nudging you toward the best data solution for common marketing problem. What if you could garner customer sentiment, or preferences based on what made them click, or didn’t?

In this post, we’re going to take a closer look at just how measuring digital marketing attribution with location intelligence can change the game for marketers.

Real-world data can be hard to come by. When we consider that customers can Christmas-tree a survey, or just check whatever answer on a whim to get to the next screen (YouTube market research surveys before a video, anyone?), we lose that element of truth. The trouble with surveys is that there is no way to know if the customer answered the questions truthfully or checked them off just to get it over with. 

With the right digital marketing attribution tool, marketers can accurately judge how a customer feels about a brand by how they interact with an ad that they received:

• Did this ad lead to a click, a web visit, and a purchase?
• Did this ad lead to a store visit?
• Did this ad lead to any conversions?

The customer’s actions tell you everything you want to know about whether or not a certain audience is even interested in your client at all. That brings us to our next point: understanding audience behavior in the real world.

Let’s dive into this with a fun little example: You have a popular airline as a client. They want to understand who is the most engaged with their brand. Their overall goal is to bring in more Millennial and Gen Z travelers and they need to know what this audience responds best to. 

Instead of using your usual tools, you decide to take a more detailed approach, especially because this client is looking for a quick turnaround and you want to make sure that they see ROI quickly. Enter your digital marketing attribution tool with real-world data. You start off by analyzing their current marketing campaign through various digital marketing channels. And judging by the clicks on their ads, and only the clicks that led to conversions, you see that they are currently converting mostly Gen Xers with families, not the single Millennials and Gen Zers that they were hoping for. Not only this, but judging by their customer’s journey on the path to purchase, you realize that the checkout experience isn’t as seamless as it should be. 

By analyzing foot traffic data, you determine that the ads that lead to the most conversions by their target market were the ones that are placed near health food shops and technology retailers. Not only this, but ads placed at car dealerships and real estate offices also converted better than the ones placed near athleisure retailers. The foot traffic data gave you direct insight into where your client’s target audience shops the most and at what time. This helps you determine, not only the primary audience but also when to send ads for the best conversions.

You recommend reaching their audience through social media channels and by placing ads next to tech and health food retailers, and you advise them to offer a seamless mobile checkout experience. They launch a new campaign after taking your advice, and now your attribution tool is showing an influx of their preferred audience who are clicking and converting at a much faster rate than before. Your client is happy, and you got the job done without the guesswork of “is this data accurate?”.

The best part about using real-world data to measure digital marketing attribution is that it allows you and your clients to see how a campaign affects your customer’s real-world actions. There is absolutely no guesswork involved because a customer can’t fake their journey to purchase, and can’t pretend to buy your client’s product or pretend to walk into the store. Analyzing data  with a digital marketing attribution tool can give marketers insights that they can stand behind and can lead to increased conversions for your clients.

For more information on how measuring digital marketing attribution with real-world data can take your marketing campaign to the next level and deliver great ROI for your clients, contact us today. We’d love to chat.