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Why Attribution is Key to a Successful Omnichannel Marketing Strategy

Last updated: May 4, 2020



Today, consumers demand fluid and relevant marketing experiences across the various online and offline channels with which they interact. What’s more, it’s now expected that marketers have the capability to connect consumers with the products or services they’re interested in, the moment they need them.

As a result of these consumer demands, marketers are leveraging omnichannel marketing strategies that provide relevant, personalized, and consistent marketing for their target audiences.

However, for these strategies to be effective at driving ROI, marketers need to ensure they are backed by accurate omnichannel attribution measurements, capable of highlighting where and how consumers are engaged along their online and offline efforts.

Attribution Buyer's Guide

To maximize the impact of their omnichannel strategy, it’s crucial to understand where attribution fits in, as well as the key insights it provides that can lead to effective and impactful campaigns.  

The Importance of an Omnichannel Marketing Strategy

The media landscape is now saturated with brands vying for consumer attention, flooding consumers with an average of 10,000 marketing messages a day. As a result, consumers have grown accustomed to filtering out the marketing efforts of brands that don’t offer relevant and personalized engagements.

To meet consumer expectations, marketers must diverge from the traditional methods of leveraging print, broadcast, and digital efforts within siloed environments. Brands that continue to run their marketing channels independently from one another will provide their target audiences with fragmented, inconsistent, and above all, generic messaging. Additionally, engaging consumers with siloed channels seriously hinders marketers’ their capability to attribute the effectiveness of their campaigns across the marketing mix—making it virtually impossible to consistently meet consumer demands.

In order to pique the interests of consumers amid today’s overly -saturated marketing landscape, while meeting their demands for personalization, relevance, and consistency, marketers need to align their efforts based on the unique consumer journeys their target audiences’ experience. However, understanding these modernmulti-channel customer journeys requires accurate attribution that can effectively provide insights into the where, when, why, and hows of their consumer engagements.

Attribution in the Omnichannel Marketing Landscape

Think of your average day-to-day media consumption. If you’re like most people, you often engage with an amalgam of online and offline channels—often at the same time. In the morning, you check emails on your phone while getting the news on TV, or perhaps you see a billboard or print ad that prompts you to visit a website for a local event. Whatever the case, one thing is for certain—marketing engagement today is anything but linear.

Marketers must now understand the specific ways individual consumers engage with online and offline channels, and more importantly, what insights they need to optimize their marketing efforts. With this in mind, attribution measurements can be used to bolster the effectiveness of a brand’s overall omnichannel marketing strategy. At a high -level, omnichannel attribution allows marketers to:

Understand the omnichannel customer journey

Marketers today provide diverse customer journeys across their online and offline campaigns—whether they’re aware of them or not. With omnichannel attribution, marketers can gain a granular, 360º view of the journeys they offer their target audiences, allowing them to optimize their efforts for consistency and relevance. 

Understand how channels across the marketing mix influence one another

Just because a consumer made a purchase decision online doesn’t mean that consumer’s experience was strictly limited to online touchpoints. A consumer could’ve been prompted to learn more about a product after watching a TV ad, seeing a print ad on the subway, etc. By measuring the impact of these channels, and how they drive consumers toward purchase, marketers can better understand where, when, and how to leverage those channels.

Understand consumers’ preferred touchpoints across online and offline channels

We all have routines and preferred channels. Marketers that understand these preferences can optimize their campaigns to place messaging along the online and offline media that resonate most with consumers. With this in mind, omnichannel attribution provides a clear view into the effectiveness of a specific channel or touchpoint at driving engagement for an individual consumer.  

Final Thoughts

Consumers today demand consistent experiences across online and offline channels that connect them with relevant products or services. To meet this demand, it’s crucial marketers adopt an omnichannel marketing strategy. In order to ensure this initiative is successful, however, marketers must first focus on finding and leveraging attribution models capable of accurately measuring today’s omnichannel landscape and unique consumer journeys.

Written by Marketing Evolution