I am a measurement geek. I get great joy from analyzing data, measuring customer behavior, and assessing marketing campaigns. It’s something that I’ve done for years, across different organizations, agencies, and service providers. And that’s why I’m so interested in attribution measurement — it’s a data geek’s dream. Connecting data and unveiling the dimensions of customer behavior and interaction paths is fascinating; it provides an enormous amount of information about customers and prospects, their preferences, and how they want to interact with a brand.
However, attribution measurement requires more than just analyzing data. It requires coordination of lots of moving parts. Data needs to be connected; technologies need to communicate with each other; resources need to work together; and organizations need to agree on metrics and analysis standards. It’s not an easy task. And speaking from experience, attribution measurement is a long, complex journey.
My most recent report, “Are You Ready For Cross-Channel Attribution?,” enables organizations to score their attribution maturity across six core component areas: strategy, organization and resources, technology, data, analytics, and optimization. Once an organization tallies up its scores in each area, it can determine where it falls on the attribution maturity spectrum: novice, intermediate, proficient, or expert. This framework allows organizations to pinpoint their attribution strengths and determine attribution gaps. Also, the framework provides organizations with specific recommendations on what attribution-related tasks they need to focus on to become experts.
When we set out to evaluate the new breed of firm that we call "customer engagement agencies," we sent our initial screener to an incredibly long list of firms -- over sixty, in fact! -- ranging from MSPs to digital agencies to management consultancies. We felt that we needed to cast a wide net if we wanted to understand the range of approaches vendors take to customer engagement: how they use data and analytics, the channels they enable with customer intelligence, and how they service their most strategically engaged clients. As the responses rolled in, a hypothesis began to take shape in my mind: The emerging customer engagement agency model hails from two mature markets -- digital/direct agencies and database MSPs -- and, depending on provenance, these evolving agencies take one of two primary approaches to customer engagement.
Turns out, I was on the right track, though the reality is not quite so black and white.
In our final evaluation of 13 vendors in The Forrester Wave: Customer Engagement Agencies, Q4 2012, we did find different strengths and weaknesses depending on legacy business model, but ultimately EVERY firm still has a long road ahead of evolving its people and processes to support CEA clients. We also found, though, that each CEA we evaluated is working hard to connect the dots between strategy, analytics and execution in order to optimize customer experience and profitability. And that can only be a good thing for the marketers and CI leaders who are visionary enough to hire them.
Google recently announced, on Tuesday, plans to offer its Attribution Modeling Tool through Google Analytics via a public white list. The Attribution Modeling Tool was previously offered through the Google Analytics Premium product at an additional cost. The move to make its Attribution Modeling Tool available through Google Analytics for free indicates that Google is aggressively looking to extend its current analytics and measurement capabilities. Specifically, Google’s Attribution Modeling Tool allows users to:
Work with data they’re already tracking in Google Analytics. That means no additional setup or work for your IT department, marketing, or analytics groups. Flip the switch and you’re on. You can input and view values across channels, including affiliates, display ads, paid and organic search, and email.
Customize the attribution model. Google Attribution Modeling Tool provides either last-click or rules-based attribution models to their users. Google allows the user to have control of their attribution model, allowing the user to compare various models to each other, including the contributed value of channels, campaigns, and various other dimensions.
Access the Attribution Modeling Tool for FREE. We all love free things. All users have to do is sign up for the tool and the tool is available through the Google Analytics product. If you want more information about the tool, Google is hosting a webinar, which will give an overview of the capabilities.