Uncovering performance insights: my methodology for tracking performance across marketing channels
Learn how to identify the most effective marketing channels to optimize your resource allocation and maximize ROI.
Tracking performance across all marketing channels is crucial for marketers looking to optimize their strategies and drive results. In a recent conversation on the Game Changers webinar series, Oana, the host and CEO of Sequel, spoke with Mada Seghete, a marketing leader from Branch, about the core topics of attribution, AI, efficiency, and more. Their discussion provides valuable insights for marketers seeking to enhance their tracking capabilities and improve overall marketing performance.
Mada Seghete, a Romanian entrepreneur and marketing expert, shared her journey into marketing and how she grew as a leader alongside the development of Branch, a mobile linking and attribution company. She emphasized the importance of building a strong marketing team by initially focusing on two key areas: events and content. These pillars have remained central to their marketing strategy, driving customer relationships, education, and measurement.
One of the major challenges marketers face is attribution, especially in complex B2B marketing scenarios. Mada discussed how Branch utilizes a weighted pipeline approach to attribute value to various touchpoints in the customer journey. By assigning points to different activities based on engagement levels and time spent, they can measure the influence of each touchpoint accurately. They also incorporate time decay to account for recency, enabling a more nuanced understanding of what drives pipeline growth.
Moreover, Mada highlighted the significance of considering return on investment (ROI) in marketing efforts. While many marketers focus solely on marketing-influenced attribution, Branch calculates ROI by analyzing the weighted pipeline generated and comparing it against the cost of resources invested, including employee time and tools. This comprehensive approach allows them to evaluate the effectiveness of their marketing initiatives and make data-driven decisions.
Branch’s attribution model and tracking system provide valuable insights into the effectiveness of different marketing activities. Mada acknowledged the complexity of tracking and assigning attribution accurately and mentioned that they use tools like Demandbase for touchpoint tracking. However, she also expressed the need for better tools and platforms to streamline the process further and improve efficiency. Building in-house solutions, such as the one developed in Google Data Studio, requires time and effort, and there is an opportunity for specialized tools to simplify attribution tracking.
The conversation between Oana and Mada highlights several core topics for marketers seeking to track performance across all marketing channels effectively. Key takeaways include:
1. Building a strong marketing team by focusing on core areas like events and content.
2. Implementing a weighted pipeline approach to attribute value to touchpoints accurately.
3. Incorporating time decay to account for recency in attribution.
4. Calculating ROI by considering the weighted pipeline generated and the cost of resources invested.
5. Utilizing tools like Demandbase for touchpoint tracking and exploring opportunities for more efficient attribution tracking tools in the market.
By incorporating these insights into their tracking practices, marketers can gain a deeper understanding of the impact of their marketing efforts across various channels, optimize their strategies, and drive better results. The evolving landscape of marketing attribution and the growing availability of specialized tools provide exciting opportunities for marketers to enhance their tracking capabilities and maximize the efficiency of their campaigns.
Want access to the presentation slides that Mada shared in the Game Changers webinar? Feel free to check out the slides, here.
