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Measuring the impact of a marketing channel in relation to others

In the second of our four part series of guides on mastering marketing attribution tracking, The Fusion Analytics Team take a look at the.

  • challenges when measuring today’s marketing campaigns
  • Individual channel nuances and measuring their effectiveness – Direct Mail, Email List Purchases, Online Advertising, Display Advertising, TV Spot Times
  • Measuring the uplift of an individual channel in the marketing mix context

Read: Measuring the impact of a marketing channel in relation to others


Building an attribution framework that meets your business needs

The Fusion Analytics team have written a four part series of guides aimed at explaining in simple terms how to track customer attribution. The first guide – Building an attribution framework that meets your business needs goes back to basics to reveal the foundation stones which make an attribution framework truly effective.

It covers areas such as:

  • Understanding the customer buying nuances for different types of brands and purchases
  • Broadening the traditional marketing channel evaluation methods and approaches
  • Questions that should be at the heart of a robust and effective attribution framework
  • Setting the right objectives to measure your marketing channels’ effectiveness
  • Rethinking the marketing budgeting process as a result

Along the way the guide features helpful examples and checklists to enable you to evaluate and enhance your own attribution framework. Click here to view the Guide




3. Planning and Applying your Segmentation

Here’s a snippet of the full report:”Segmenting your file is a great way to understand your customers better and use that knowledge to find more people like them or to have a better relationship with them. However it gets confusing when you start to hear the various types of segmentation that people use; geographic, demographic, behavioural, RFM along with many more. This article strips back the core requirements of a segmentation, to explain why it is important to have a segmentation and how to define the best structure for you. To help you define your requirements we use the concepts of “factors” which build the segment and “attributes” which help you to understand a segment.” Contact us to get a free copy of the full report.


4. How to choose your dashboard?

Here’s a snippet of the full report:

“When choosing how to visualise your data deciding between the overwhelming array of services and products can be daunting. Many try to give the same results for extortionate prices and others may lack the functionality your business needs. The reporting market also tends to be focused on finding trends and insights within your own business data; making it extremely difficult to test the product.

It can also make it difficult for consulting companies to use their services. Why is this an issue? It becomes an issue when private information must be shared to online data visualisation sites voiding your data protection policies, such as Power BI and Slemma – I’ll go into more detail about them later. In addition, many try to keep you the customer on their sites ecosystem and try to make you fully dependent on their services without allowing for more in-depth functionality others could provide.”

Contact us to get a free copy of the full report.


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