Drive Better Marketing Results With Attribution
Attribution is the science of determining what advertising medium is driving purchases. Before someone purchases a product or service, they are exposed to numerous marketing “touchpoints.” Looking at the consumer’s “last touch” doesn’t always tell you what drove the purchase. Did you know? Last-touch attribution measures a closing event – it does not indicate what influenced the purchase.
In the past, a consumer’s path to purchase was more of a straight line. A consumer would get an ad in the mail, then call or drive directly to your business to make a purchase – they didn’t do much else.
Today, the consumer’s path to purchase isn’t as clear. There are multiple cross-channel touchpoints working together to finally get a customer to make a purchase.
When a consumer does buy, which marketing tactic drove the purchase? How do you know which piece of the puzzle is working and which isn’t? Money Mailer® helps you understand and evaluate your campaign’s performance with call tracking, URL tracking, online conversions, mobile redemptions, and more.
We Measure Your Campaign and Analyze the Results!
What is a Match-Back Analysis?
A match-back is a marketing industry standard that compares a test vs. a control audience. We look at where your customers are coming from and execute an in-depth analysis. You’ll be able to see how Money Mailer® has impacted things like sales, average check, ROI and more.
How does it work?
1. You provide a list of customer transactions during the period you advertised with Money Mailer® (typically one year’s worth) that includes the following information:
- Date of sale or service
- The $ amount of sale
2. Money Mailer® performs the match-back and provides an agency-quality analysis
3. You’re now able to determine the success of your advertising spend
Match-back analysis shows Money Mailer® drove 25.8% more new customers.
Situation: A nationwide installer of kitchen shelving measured 18 months of advertising effectiveness with Money Mailer®. Customer response attribution was challenging as online response driven by offline marketing mediums was not effectively measured.
Analysis: A match-back analysis examined the change in customer acquisition in Money Mailer® mailed versus non-mailed zones.
Results: Among other key findings, the percentage of acquired new customers in Money Mailer® mailed zones was 25.8% higher than the non-mailed zones.