How to implement an optimization framework for long-term attribution success

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Columnist Alison Lohse offers a framework around which to structure your attribution program and stay aligned to organizational goals by strategically balancing efficiency, scale and testing.

Please visit Marketing Land for the full article.

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Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing attribution and proved that the system works. You got the team on board, clearly defined your objectives, isolated specific channels with tactical tests, then expanded into strategic cross-channel analysis. The system is officially up and running. So now what?

Long-term marketing attribution success depends on an operational approach to dialing your media investments up and down. At my company, Conversion Logic, we apply an “Optimization Framework” methodology to ensure discipline and repeatability. When most customers get their first insights, they are either paralyzed with options or they want to turn every optimization knob and lever simultaneously. Both approaches make it difficult to determine causality of changes and can be inefficient.

Our framework helps our clients be more deliberate in meeting their business objectives. It includes three main components: managing efficiency, finding scale and testing.

[Read the full article on MarTech Today.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Alison Lohse is COO and Co-founder of Conversion Logic. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital strategies that scale brands helping them reach a wider audience. Cutting her teeth on digital starting in 2000, she worked across the interactive media practices at Starcom IP, then Avenue A, Razorfish and SMG with a focus on sophisticated media buying through analytics and optimization. Most recently, Alison was the Regional VP of Visual IQ, Chicago where she worked with Conversion Logic’s CEO, Trevor Testwuide. Alison earned an MA from the University of Manchester (UK) and holds a degree in art history from Lawrence University.


 

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