It isn’t easy getting fit, but if you followed the steps laid out in part one of Six Weeks to Ultimate Marketing Fitness: Weeks 1 and 2, you have already taken vital steps toward achieving your goal by looking holistically at the cultural change that needs to happen and instilling foundational knowledge. Now it’s time to take your marketing transformation to the next level.
Week 3: Generate Some Journey Insights
In week 3, you start real workouts and beginning challenging yourself—here’s when you begin gathering real data so you can base your marketing actions on solid knowledge, not just intuition. Focus on obtaining a realistic view of your customer. For most team members, this will be the first time they have omni-channel customer journey data to rely on. Here are the questions that should be asked:
- How long on average is your customer journey (i.e., how many touch points)?
- What is the ideal number of touch points? This may provide guidance around the point of diminishing returns on your media spend.
- What is the duration of your average customer journey, from start to finish (i.e. how many days)? Perhaps this is something you want to optimize to shorten the customer journey and establish as a KPI.
- What channels and campaigns do you treat as introducers? Are they truly playing a heavy role in the upper funnel?
- What channels and campaigns do you treat as closers? Are they truly playing a heavy role in the lower funnel?
As you start learning more about your customers’ journeys and your media, your team can begin coming up with ideas for experiments that you could run to optimize the results of your behavioral analysis.
Note: Remember that cultural shifts are in the work as well, so communication is absolutely key to creating change. Talk to your Altitude trainer for guidance on how to make sure your fitness regime stays on track.
Week 4: Rely on Your Marketing Analytics and Attribution Solution for Operational Reporting
You’ve made huge strides forward toward overhauling the health of your entire marketing organization—now it’s time to start using and relying on your new fit marketing system. It’s essential that channel managers start getting used to working in the new system as part of their day-to-day monitoring and reporting tasks. From a change management standpoint, getting users to login and start relying on your marketing analytics and attribution solution for daily, weekly and monthly reporting is a critical milestone. (Are you worried the team might rebel against anew workout routine? Contact Altitude for live training—just like physical training, it can make all the difference in achieving your marketing fitness goals.)
As you gather data from your reports, here are some key questions to explore:
- Are customers being overexposed to the same campaigns? It may be an opportunity to experiment with frequency capping levels, for example, lowering frequency caps to reduce overexposure to specific ads or campaigns and saving money without adversely impacting conversion rates.
- How many of your customers traverse devices along the journey? You will want to validate that your messaging is consistent across integrated campaigns.
- What channels and campaigns are particularly effective in driving new customers? You might find that you should track a KPI for new versus returning customers.
Week 5: Implement Multitouch Attribution
During weeks 3 and 4, you’ve been laying the groundwork. In week 5, you begin honing your marketing fitness routine, and that means looking at multitouch attribution, which is key to achieving your ultimate marketing health. Many junior marketers may be unaware of the differences between last-click attribution versus rules-based attribution models versus algorithmic/machine-learning attribution models. In fact, some channel managers may not even be aware of attribution models at all, having grown up in a world of optimization based on un-deduplicated post-view or post-click conversions.
Week 6: Sustain, Examine, Hone, Repeat
At week 6, you have laid a solid foundation to achieve your ultimate marketing fitness. Like physical fitness, to stay fit, you need to sustain your good habits, examine them closely on a regular basis, make changes to hone your results, and do it again. Your marketing team is now using the marketing analytics and attribution solution with some aptitude, so implementing a “sustain, examine, hone” routine creates a path toward your organization’s healthiest new year of marketing.
For a more in-depth way to achieve your ultimate marketing fitness, download our eBook, Your Blueprint to Actionability, Part 1.
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