Marketing Attribution

You're Not Alone. Most Struggle to Measure their Marketing

We get it. We’ve been there. Campaign tracking and attribution is harder than it should be–even with the best tools in-place. And the bigger and more complex your organization, the more impossible it all seems to be. Most of us at Empirical Path come from enterprise backgrounds and understand the pain. We see the difficulties in so many of the Analytics Audits we do–the lack of an effective, global campaign naming conventions, marketing channel silos each doing their own thing, and, if when they exist at all, campaign tagging tools and processes that were never really designed for actual human beings to use.

Our standard campaign cleanup and marketing attribution engagements deliver not only useful tools and technical solutions to keep all of your tagging on track, we provide the process and training to keep everything grounded in reality. Let our experienced and knowledgeable consultants share with your team what they’ve learned from helping clients large and small make marketing measurement meaningful again.

Deep Discovery & Planning means Lasting Solutions

Lasting, reality-based solutions to marketing measurement messes requires understanding all of the inputs, systems, processes, and prior attempts involved in the current situation. We take a careful, 360 degree look at all of that to understand the unique capabilities and limitations of your marketing systems, your reporting workflows, campaign tagging tools, and the different stakeholders involved in the mix.

We not only learn about your current needs and objectives, we help you understand possibilities you may not be aware of, so you can make informed decisions and get everybody on your team on board. Let’s face it, tagging campaigns requires more than a new tool. If the enthusiasm isn’t there, it’s never going to work. Let our consultants help you not only build the tools but also make the arguments across your organization for keeping campaign reporting tidy and true.

Comprehensive Implementation

Once a campaign taxonomy and clean up plan are in place, we go wherever the problems are and help you fix them, so you can start seeing what you’ve been missing–a clear and accurate, 360 degree picture of your marketing performance. We’ll go into your social media distribution tool, your CRM, your Ad platforms, your email automation tools, and more if needed, to help you set up error-free auto tagging and consistent campaign naming. We go into your Google Analytics to adjust campaign filters, property settings, and Custom Channel Groupings to ensure your data is showing up consistently in the right categories and available for advanced reporting. Finally, we custom build a link tagging tool to fit the unique needs of your team and campaign structures. To ensure the tools and technical implementation works in the real world, we provide training for your team and follow-up help for getting settled in.

Systematic Approach

Phase	Deliverable
Discovery	Understand client’s business objectives and digital marketing channels
Naming	Propose a naming convention to consistently identify campaigns, channels, and individual sources
Platform	Create a shared spreadsheet to automatically append campaign tags to landing page URLs; provide sample URLs for illustration and precedent.
Reporting	Create Custom Channels to roll-up tactics in the most useful way; create a drill-down report of conversion rate by traffic source that can be distributed via email, spreadsheet, or dashboard; link AdWords and analytics accounts to automatically include Google PPC data when feasible
Training	Host up to two one-hour training sessions for all client staff and vendors who create inbound links
Validation	Test up to one dozen live links created with the Tool to ensure correct data capture

You're Not Alone. Most Struggle to Measure their Marketing

Deep Discovery & Planning means Lasting Solutions

Comprehensive Implementation

Systematic Approach

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