Applying Attribution Learnings to Future Campaigns
This blog post serves to follow the first post of our Attribution series, Accurate Attribution to Drive Campaign Success, and goes into detail on how to effectively apply the attribution-related lessons learned from robust, transparent analytics reports.
Implementing Analytics Insights
Once an agency has formed a strategic partnership with a trusted ad tech vendor that helps you understand accurate attribution through robust, transparent reports, one big question still remains: What are the next steps?
How do you apply attribution learnings?
What actions should be taken moving forward to optimize future campaigns?
The answer is multi-faceted. The results of each ad campaign are unique and can vary significantly. Valuable insights from post-campaign analytics reports can be implemented across many categories, four of which we will highlight here: search, social, sales and marketing, and subsequent campaigns. Let’s take a deeper look at exactly how these insights can be applied in each category.
Since 89% of all buyer journeys – both B2B and B2C – begin with a search engine, search ad placement is crucial and top-of-mind for all kinds of advertisers and the brands they represent. As buyers’ needs are constantly shifting, so are their
online searches. Advertisers need to stay ahead of the game with their targeting techniques based on the data behind buyer intent.
That’s where analytics come into play.
AdDaptive’s reporting solutions provide industry-leading, transparent data to equip agencies and brands with the insights needed to target the right audience and the right time, with scale and accuracy. These campaign insights also help you determine which keywords to put your money behind based on which terms worked best in previous ad campaigns.
Forming a proper understanding of the data presented in these robust analytics reports can also help advertisers predict their target accounts’ intent to purchase. Our unique data-mapping uses over 1 billion trade experiences and over 178 million public records to score past and potential future performances of buyers across the US, providing pinpoint targeting. This precise targeting generates higher campaign engagement levels, and then leads to accurate attribution.
The popularity of social media platforms has surged year over year since its conception and is predicted to continue to do so for the next few years. Social media users around the world aren’t tied to a single platform, either. “The average user now spreads their digital footprint across a staggering six to seven platforms every month.” As of 2023, around 4.9 billion people across the globe use social media – more than half of the current world population. By 2027, that number is expected to grow to 5.85 billion.
Since the universe of social media advertising is so extensive, ad spend could easily be wasted on an improper audience with no interest or need for the product or service being presented to them in a digital ad format. Strategic targeting is extremely important to reaching the right accounts and maximizing ROAS. This also entails proper attribution and complementing other social media ad formats on walled gardens such as LinkedIn, including native ads and boosted posts. For example, adding video – the most popular and effective media format in terms of generating ROI – to your existing media mix of display and native ads can boost campaign performance significantly.
Once again, the insights gained from post-campaign analytics reports can aid in the strategy and creation of supplemental social media ads to reach the right audience and fuel future sales. Looking specifically at which creative types or messages performed best in your ad campaigns gives you the opportunity to properly retarget your most receptive audience members in complementary social media campaigns.
Sales and Marketing
The more you know about your target accounts, including their online viewing habits, preferences, and buying intentions, the better equipped your sales and marketing teams will be to push said accounts through the sales funnel with
speed and ease.
The insights gained from robust analytics reports with transparent data are exactly what your sales and marketing teams need.
This information can be used to help personalize sales outreach in the form of emails, phone calls, social media messages, and more. Generic sales outreach messaging rarely gains attention from the target audience; personalization in the form of understanding each potential buyer’s needs is imperative when it comes to eliciting a response from the account. This personalization goes beyond simple use of the person’s name, job title, company, etc.; using the data insights from ad campaign reports, outreach can be personalized to mention the target account’s current purchasing interests.
Marketing teams similarly require access to in-depth insights about prospective customers in order to create buyer personas and segmented marketing campaigns for each persona, filled with personalized messaging and custom content. Accurate attribution is a necessity.
The combination of sales and marketing efforts, as guided by analytics insights from post-campaign reports, is essential to warming leads, closing sales, and increasing ROAS.
Subsequent Ad Campaigns
A fourth and final category to highlight is the optimization of future ad campaigns. Analytics reports clearly present impressions served and engagement levels for each list of target accounts, so agencies and brands can revamp their ABM lists to streamline their targeting in subsequent ad campaigns.
Above and beyond rebuilding said lists, forming a full understanding of audience engagement with each brand’s content benefits future strategization, creation, and optimization of each flight to achieve the highest level of campaign success across all digital media platforms. Seeing exactly which target accounts are engaging with your content, and in which format – display, native, video, CTV, or programmatic audio – helps streamline re-targeting efforts. Breaking the ABM lists down further into hot, warm, and cold accounts and allocating ad spend to the preferred media types for each segment leads to the highest level of ROAS and overall future campaign success.
From search to social, sales and marketing, subsequent campaigns and beyond, detailed analytics are extremely important for advertisers at each and every step throughout campaign flights. Being able to attribute successful efforts to engagement or revenue will help you determine where to allocate your time and resources to give the best results. Streamline your future advertising efforts and push accounts through the sales funnel with ease and efficiency using transparent data insights.
Trust in AdDaptive’s robust, transparent reporting solutions to elevate your advertising efforts now and in the long-term, with accurate attribution.