Being able to track your campaign ROI is marketing 101. But as we see more overlap among channels and campaigns as students research and interact with your brand in different ways, the lines to measure your ROI are becoming blurred.
Enter attribution marketing.
If you follow Datamark, you’ve probably heard us talk about attribution marketing. If you are not familiar with the concept, it is the ability to track data as prospective students visit your website and respond to your offline and digital marketing. It empowers you to determine which channels and campaigns are most effective, and where you should spend your marketing dollars to see the greatest return.
For example, instead of assuming your website drove someone to inquire because it was the most recent channel he encountered, you would track the different marketing channels the student came into contact with prior to that inquiry. Perhaps a direct mail piece got that person thinking about going back to school, a banner ad reminded him about your school, and an internet search landed him on your site.
Sound interesting? If so, I encourage you to check out our latest article on our website, “Then vs. Now: What is Attribution and How is it Changing Marketing as we Know it?”
We’ve done our homework and are in the know on attribution marketing. In fact, our research tells as that as much as 60-70 percent of people inquire via alternate channels not directly associated with a particular marketing campaign. That could create a tracking nightmare and make accurate ROI measurement near impossible.
At Datamark, we want you to be in the know too. We want you to better understand the results of your marketing channels and campaigns so you know what works, what doesn’t, and where your marketing budget is best targeted.
Look for more on attribution marketing as we head into 2014. We believe it will give you the necessary visibility to market more effectively. Just imagine the impact on your ROI.