The importance of eCommerce Attribution

Online stores are becoming more and more popular and due to their efficiency and convenience, today’s shoppers have become far more than one dimensional, as they constantly encounter new online experiences and platforms. 


Thus, given the cross-channel nature of today’s consumer, ecommerce store owners are urged to consider the amount of money being spent in the digital space and ask themselves the following questions:


“What value do my marketing channels and campaigns have?”

“Am I spending my money wisely?”

“What channel of attribution is the most effective?”

“Am I retaining my customers?”

“Who is my main target audience?”

“At which touchpoint did the lead convert?”

“Which source actually lead to the conversions?”


Answering these questions is equally important, and the only way to do so is to understand that the eCommerce Attribution Model is more than Google’s “Default Channels” or “Source/Medium”.


Understanding the most common eCommerce Attribution models


First Click Attribution

The goal is attributed to the first interaction. For example, if a user’s website visit was prompted by a Facebook Ad, then they visited your website again via Google Search, the conversion is attributed to the Facebook Ad.


Last Click Attribution

In The last interaction model the goal is attributed to the marketing channel that brought the customer to your website during the last session of their journey. This is the most common and unfortunately the most inaccurate. Since it awards credit to the last interaction, it disqualifies any effort put into previous interactions such as social media, emails etc – it has a somewhat ‘incomplete nature’. 2

Linear Attribution

Attributed to all channels involved prior to the purchase. This model distributes credit to every interaction that prompted the call to action and the conversion.


Last Non-Direct Click

This is the standard model used by Google Analytics. 100% of the credit is attributed to the last clicked channel within the user’s journey. However this does exclude any direct channels, but also undervalues any  previous interactions and awareness that may have prompted the direct sales. 

Time Decay Attribution

This attributes a small amount of credit to each touchpoint, however, the closer the interaction is to the actual sale, the more credit it is awarded.

“Thinking about ecommerce attribution is simply attempting to add granularity to your marketing analytics and to spend money and time more wisely.”2


Effective Tracking

Using an effective campaign builder and creating a correct UTM (Urchin Tracking Module),  is the most important part of the overall process. Should a campaign or ad not be tracked correctly, the user’s entire journey goes ‘undocumented’. Therefore all forms of interaction including calls, emails, chatbots, whatsapp messages, social ads, google ads, email signatures (and even non-digital media), should be tracked in order to effectively analyse the channels that may have prompted the interaction or conversion.

This helps the owner, or agency, to make better decisions when deciding where to invest more money, based on which channel is more effective.


How does this affect ROI Tracking?

Since the provided data enables the owner to track which platforms perform better than others, they are able to allocate budget to the high performing platforms that work best and therefore save time and money that may have been wasted on non-performing platforms. 


Integrating Google Analytics with CRM

Although Google Analytics assists in measuring the effectiveness of your inbound website marketing campaigns, a CRM platform stores data of your consumer’s offline activity. This is done by capturing the data collected emails, sms’s, social messages, whatsapps, skype and phone calls creating an attribution beyond the ecommerce store. An effective  CRM provides you with information including sale stage processes, hot/warm or cold leads, lead income, user loyalty, surveys and customer retention. This information, combined with Google Analytics data, forms a powerful remarketing tool. 6

Therefore, with the use of eCommerce Attribution Models, you are able to understand user’s journey as a whole and get a better understanding of which model will work best for your organisation. This allows you to allocate the necessary amount of money to the correct platforms and therefore save costs, increase revenue, generate new business and increase consumer retention and satisfaction.

We’ll be posting our next blog on how we use Bitrix24 CRM to measure offline attribution.

Keep an eye out!

Email Marketing

The Do’s and Dont’s of Email Marketing

Email Marketing

What is Email Marketing?

Email marketing is sending a direct marketing message to a specific list of subscribers via email.

Some people believe that email marketing is dead. This is a false statement.

Email is invasive and ensures that it reaches the specific person/target market, whereas messages on Facebook and Twitter may be scrolled passed. Your message does not simply disappear in a subscriber’s inbox, the viewer has to read the subject line and recipient before taking action. If your message and content are newsworthy, subscribers will soon look forward to having your email pop up in their inbox. Email moves the conversation to a more personal environment where immediate response and communication can take place. You need to gain the trust of your subscribers, they need to be assured that your emails will have valuable information and not just consist of “soulless self-promoting”.

Email marketing encourages word of mouth advertising also known as earned media. Earned media is an unpaid form of promotion in which satisfied customers tell other people how much they like a business, product, service, or event. When an email is received and believed to have valuable offers or interesting content, the brand is recommended to the subscriber’s contacts or simply forwarded to friends.

Tips on how to send the perfect Marketing Email

  • Ensure the email you are sending is brief and to the point – People have no time to spare and thus long wordy emails don’t get read.
  • Wow your subscribers with your subject line – This line must have readers itching to open the email instantly. An uninteresting subject line makes for an uninterested reader.
  • Capital letters and exclamation marks can be seen as a sign of enthusiasm but can also be seen as yelling at the reader – Abuse of exclamation points and capital letters is a bad practice and should be used in moderation.
  • Email is not the place for formal language – Formal approaches leave readers anxious and uncomfortable. Relax. Speak as if you’re talking to a friend or colleague, yet remember to remain polite and professional.
  • Hw dus It maake u feel whn I ryt lyk dis? It is actually offensive – Grammar is imperative with regards to emailing, the subscriber wants to know that you value their support enough to proof-read your emails. Always read over your text!

And the most important tip is to avoid becoming the spam monster:

Everyone knows the feeling of logging into your email and being flooded with emails from ‘annoying’ companies forcing their goods or services into your inbox. This is otherwise known as spam. Email Marketing is unsuccessful when the message is simply “buy this”, “buy that” over and over again. Yes, the recipient provided their email address, but they did not allow permission to be harassed with oversold product pitches. “Do not try to sell in every email you send on the list. Advocate the 80/20 rule, which means that 80% of mail must be content value and only 20% of mail, product promotions”. Subscribers want to receive something of value and worth their time, therefore companies need to develop a marketing strategy that appeals to subscribers and offers messages in a creative way.

“Email Marketing is a technique that is the epitome of techniques requiring: tact, finesse, and timing. If you overdo it or leave it unsupported/unexplained; your brand now goes in that psychological “spam sender” “annoying” file”.

Email Marketers need to be aware of how many emails are too many and how often is too often. Emails should not just be sent because you have the ability to do so. If people begin receiving emails from one company every single day they are most likely going to unsubscribe.

Instagram Stories

5 Effective Tactics for Using Instagram Stories for Your Business

Instagram Stories

Instagram recently launched Instagram Stories – a new way for people & businesses to share photos or videos, in an auto-play slideshow format, that disappears after 24 hours.

Instagram users have embraced this integrated Snapchat-cloning feature, that boasts 100 million views per day.
“Stories” seems to be a real game-changer, not only for the everyday user but also for brands.

Instagram’s new functionality can help your business drive sales, enhance your company’s reputation and engage with potential customers, by showing another side of your brand’s personality and giving additional context to better connect with your target audience.

Don’t know where to start? Here are 5 effective tactics you can use to your company’s benefit.

You can use Instagram “Stories” to highlight a limited-time promotion of any of your products or services. “Stories” will allow you to extend the marketing message in a less Instagram-centric and more interactive way that’ll help you draw your audience’s attention, as the content will appear at the top of their feeds. You can also offer a discount code that will make your followers feel special, as it’s just available for them. The best way would be to share an image or video of the product, talk about why it’s so awesome, and then add the discount code on top.

An effective technique for retail brands is to showcase an authentic customer experience on “Stories”.
For example, a young woman testing her newly acquired yoga pants by working out.

This will enable your brand to get followers so close to your product they can feel it breathe and can connect to it more deeply. It will come across as an organic product review by a customer backing up your brand.

If you’re currently working on an upcoming product launch or working through something step-by-step, you can add to your Instagram story as you go. Share the process of designing, cooking or editing.

Don’t keep the behind the scenes for yourself, they could help harness excitement for your work-in-progress and create hype around your launch. People love to see and comment on the process of a product, as much as they love to see the end result. Once your product is ready, we suggest doing a quick walk-through of what you’ve created along with info on where to buy.

We strongly suggest using “Stories” to announce important news, rather than just posting it on your Instagram feed. The fact that the “Stories” slider is positioned at the top of your feed makes it more likely to be seen by users. It’s a great opportunity to let your followers know that you’re about to broadcast on Facebook Live, just published a new blog post or will be hosting a cool event next week. Don’t forget to include a short link to the website you want your followers to check out. Mentioning incentives such as a giveaways will always increase engagement.

Many lifestyle brands have started using “Stories” to talk directly to their audience and show off their personal voice on social. Help your customers with styling tips or offer a quick webinar related to your product or service. Starting a dialogue by sharing tips or advice will show your followers that you care about them. It’s recommended to turn on the message feature or point them to your latest Instagram post to allow your audience to respond or ask questions. Building a positive emotional relationship with your followers will increase your brand’s credibility and value.

Now that we’ve got you covered with the tactics, it’s up to you to come up with your brand’s first Insta Story!

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