💻 Steve Hawkins’ Post

Deciding which channel creates the most impact in sales conversion aka Attribution Modelling In 2017, I used to work at a startup as a telecaller selling high end electric bicycles for Rs 35,000-45,000 (10 times the normal bicycle) After making at least 2,000 calls I finally sold 2 of them. I threw my laptop aside and broke into the CEO’s cabin to announce my achievement. I proudly announced about the 80,000 sale Great he exclaimed!! But your sale is not just yours he politely said The last touch point is not always the most important He said it wasn’t just you that generated the sale, it’s a mix our marketing efforts. Here’s a sample journey of a conversion 1) seen our insta advertisement and just clicked for curiosity 2) researched other cycles on Amazon and forgot it the next day 3) the insta add again popped up after 2 days 4) went to our website and checked details 5) inquired about other electric cycles, taken test rides from a few shops in the locality —At this stage the person is 90% convinced already 5) called you up to understand the after sale services and refund policies 6) converted So, your conversion was not just your conversion, the customer came from many different channels before coming to you How much exactly did I contribute to the sales process? But, how much contribution did I make in the sale, was it 5% or 15%? Determining this weightage is Attribution Modelling Determination of weights If you analyse the data of all the converted customers and which channels did they pass through, you can estimate the weightage of each channel. Perhaps by creating a linear regression model for a company advertising through Insta and google ads. Here’s what the model looks like:- y bar = b0 + b1x1 + b2x2 y bar = total sales b0 = sales without any advertisement x1 = advertisement expense on insta x2 = advertisement expense on google ads b1 = weightage for insta add b2 = weightage for google ads b1 and b2 can also be interpreted as the jump in sales by spending money on the respective advertisement channels Eg: if the model gives output saying b1=2 and b2=4, then google ads is twice as effective as insta add (assuming no multicollinearity between google ads and insta ads I.e they are not interrelated to each other) Application of model in decision making Once you decide determine the effectiveness of each channel, you can tweak your budget to maximise sales. In other words, if you want to generate $100 worth sales, how much to spent on each channel? This decision becomes fact based through attribution modelling.

Had fun with this guest blog for Triple Whale! Total Impact attribution is honestly an incrementality hack. It might be the most simple way of creating a type of advertising "multipliers". Read the article for more details! And props to Olivia Meyers for the help with this one 🤝

Do you find it challenging to pinpoint exactly what drives your customers to make a purchase? Our latest guest blog by Daniel Shepherd, Strategy Lead - Paid Social at adQuadrant, on Triple Whale uncovers groundbreaking insights into leveraging Total Impact Data and post-purchase surveys to drive your business growth. 🔍 What You’ll Learn: ➡ The power of combining pixel data with direct customer feedback for a complete view of the customer journey. ➡ How Triple Whale’s Total Impact Attribution Model fills gaps left by traditional analytics tools. ➡ Real-world examples of optimizing ad spend and enhancing product development through post-purchase surveys. Discover how to allocate your budget more effectively, fine-tune your marketing strategies, and achieve measurable growth. https://lnkd.in/gicZDHwK

Ecommerce acquisition costs aren't just creeping up; they're sprinting, and it's causing more than a little stress for brands trying to keep up. The landscape is shifting under our feet, with shoppers changing their habits and privacy laws getting a whole lot stricter. That old playbook on marketing? Might as well use it to prop up a wobbly table. So, what's the game plan for brands looking to not just survive but thrive? 🔬 First, brands need a clear picture of why getting new customers is suddenly costing more. 🎯 Then, shake up marketing strategies, making sure spending is smart and targets are hit. The trick is to get savvier with the tools and tactics, seeking out those that give the clearest data and the best insights for smart decision-making. Here's what to focus on: ▪️ Finding ways to collect data that respect user privacy ▪️ Getting better at identifying which ads are working ▪️ Making sure they’re reaching the right people more effectively Polar Analytics has three tools tailor-made for these challenges: 1️⃣ Polar Pixel: A first-party pixel that dodges blockers, offering up the kind of data on attribution and campaign performance that you can actually trust. 2️⃣ Conversions API Enhancer: Feeds the more accurate Polar Pixel data back to your ad platforms to optimize their targeting algorithms (and in turn, increase spend efficiency). 3️⃣ Creative Studio: Sheds light on the effectiveness of your ad creatives, helping you fine-tune your approach. Want the inside scoop on how these tools can help you manage those rising costs? Check it out here: https://bit.ly/49BFCN2

Today, I'm excited to give you a glimpse into my method of tracking all key performance indicators (KPIs). I prefer to track KPIs manually. Yes, it's time-consuming... but this approach allows me to gain a deep understanding of the numbers. Here's a breakdown of the metrics I monitor: -overall business, -our omnichannel marketing efforts, -and specifically for Facebook Ads marketing: For the Business Overall: 1 Total Conversions 2 Total Revenue 3 Cost Per Acquisition (CPA) 4 Gross Profit 5 Total Return on Ad Spend (ROAS) 6 Average Order Value (AOV) Growth Percentage For Omnichannel Marketing: 1 Advertising Spend 2 Total Conversions 3 Total Revenue 4 Total CPA 5 Gross Profit 6 Total ROAS 7 AOV For Facebook Ads: 1 Advertising Spend 2 Increase in Ad Spend 3 Total Conversions 4 Total Revenue 5 CPA 6 Gross Profit 7 Total ROAS 8 AOV 9 Percentage of Revenue 10 Percentage of Ad Spend How do you manage and track all your KPIs? ------------------------------------------------------------------------------- Are you an beauty ecom brand doing 6-7 figures+? If yes: idk why you're reading this post, just let me run your facebook ads...trust me we'll do a MUCH better job. Send me a DM!

Convert Clicks to Customers: There's a good chance your brand is losing money. 📈 Clicks are great, but are they translating into customers? If not, your brand might be leaving money on the table. Let's talk about converting those clicks into conversions and driving real results. 🔍 Here's the reality: attracting traffic to your website is just the first step. The true measure of success lies in turning those visitors into paying customers. Yet, many brands struggle to bridge this gap, wasting resources and missed opportunities. 💡 So, how can you optimize your conversion funnel and maximize ROI? It starts with a strategic approach: 1️⃣ Streamline Your User Experience: Is your website easy to navigate? Are your CTAs clear and compelling? Focus on creating a seamless user experience that guides visitors towards conversion. 2️⃣ Optimize for Mobile: With more users browsing on mobile devices, ensuring your website is optimized for mobile responsiveness is crucial. Offering a seamless mobile experience removes barriers to conversion. 3️⃣ Leverage Data Insights: Dive deep into your analytics to understand user behavior and identify friction points in the conversion process. Use this data to refine your strategies and optimize performance. 4️⃣ Test and Iterate: Don't be afraid to experiment with different approaches. A/B testing allows you to refine your messaging, design, and functionality to maximize conversion rates. 5️⃣ Offer Value at Every Touchpoint: From your ad copy to your landing page, focus on delivering value to your audience. Address their pain points, showcase your unique selling proposition, and offer incentives to encourage action. 6️⃣ Build Trust and Credibility: Trust is essential in converting clicks to customers. Highlight social proof, testimonials, and trust signals to reassure visitors and instill confidence in your brand. 7️⃣ Provide Frictionless Checkout: To minimize cart abandonment, remove obstacles in the checkout process. Simplify forms, offer guest checkout options, and provide transparent shipping and return policies. 🚀 Focusing on these strategies can help you turn clicks into customers and unlock the full potential of your digital marketing efforts. #ConversionOptimization #DigitalMarketing #EcommerceSuccess #ROI 💼🛒 Read more on our post recently published on MediaPost: https://lnkd.in/gkXSMwnv

Are you ready to transform your customer journey strategy? Check out our latest article on KnoCommerce and discover how to harness zero-party data for a cookieless future. Here’s what you’ll learn: 🔍 Deep Customer Insights: Collect zero-party data through surveys to gain direct, actionable insights into your customers' behaviors and preferences. 📈 Refined Marketing Tactics: Enhance your marketing strategies by integrating KnoCommerce with platforms like Shopify, Klaviyo, and Triple Whale to bridge the attribution gap. 🚀 Boosted Revenue: Learn how one brand achieved a 75% increase in revenue by leveraging KnoCommerce data for more informed decision-making. KnoCommerce is pivotal in today’s ecommerce landscape, helping brands drive growth and improve customer engagement. Read the article by Daniel Shepherd, Strategy Lead for Paid Social at adQuadrant, and future-proof your marketing strategies. https://lnkd.in/gGtmVdwK #ecommerce #knocommerce #customerjourney

Unlock Accurate Commerce Conversion Tracking with Facebook's Pixel Conversion API and Event Deduplication #eCommerce #DigitalMarketing As an eCommerce business, accurately tracking and optimizing your conversions is crucial for driving growth and maximizing your online retail success. Recently, I had the opportunity to set up the Facebook Pixel Conversion API with event deduplication and eCommerce event tracking for one of my clients, and the results have been game-changing.#FacebookPixel #ConversionAPI #EventDeduplication The Facebook Pixel Conversion API allows for server-to-server data transfer, bypassing potential browser limitations and ensuring reliable tracking of eCommerce events like Page view, View Content , Add to carts, and initiating checkouts, Purchases, . This enhanced visibility into your customers' journey is invaluable for optimizing your marketing efforts and improving the overall shopping experience. #ServerToServer #eCommerceEvents #CustomerJourney But what truly sets this implementation apart is the event deduplication feature. In the eCommerce world, where customers often engage across multiple devices before making a purchase, event deduplication ensures that each conversion event is counted only once, eliminating duplicate conversions and providing a precise understanding of your marketing performance. #EventDeduplication #AccurateTracking By implementing the Facebook Pixel Conversion API with event deduplication and eCommerce event tracking, you can: 1. Gain a comprehensive view of your customers' paths to purchase, enabling data-driven optimizations. #CustomerJourney #DataDriven 2. Accurately measure your return on ad spend (ROAS) and make informed decisions about your marketing investments. #ROAS #MarketingROI 3. Enhance your remarketing efforts by targeting customers based on their precise behaviors and engagement levels. #Remarketing #CustomerEngagement 4. Future-proof your tracking capabilities as browser privacy restrictions evolve. #PrivacyRestrictions #FutureProof The Facebook Pixel Conversion API with event deduplication and eCommerce event tracking provides that crucial visibility, empowering you to optimize your marketing efforts, drive conversions, and stay ahead of the curve. #eCommerceSuccess ------------------------------------------------------------------------- Hi 👋 I’m Jobair Mahmud, a Google Certified Data-Driven Digital Marketing & Web Analytics Expert. I can help solve problems and fulfill tasks related to: ✅ Google Ads ✅ Google Tag Manager ✅ Google Concent mode Version 2 (V2) ✅ Google Analytics 4 ✅ Google Looker Studio ✅ Facebook Pixel Conversion API ✅ Server Side Tracking ✅ Tiktok Pixel Event API Tracking #DigitalMarketing #DataTracking #DataDrivenMarketing #DataPrivacy #Compliance #GoogleConsentMode #Cookiebot #GoogleTagManager #ComplianceMatters #googleconsentmodev2 #cookiebot #gtm #DataPrivacy #Compliance

Customer Journey #Attribution is a challenge for #Franchise brands. Since there are so many locations, a Franchise needs to track, measure and influence the customer journey for each location. Here are some of the current challenges: -         Lack of centralization of customer and audience data (#CRM, #POS, etc.) -         Cookies use limitations -         Cross Browser Journeys -         Walled Garden from #Google, #Meta, etc. platforms Location3 has spelled out the steps needed for brands to tackle these challenges here: https://lnkd.in/gQPA_7cb Take advantage of this guide it will set you up for success! 👨🏫 #FranchiseMarketing

Our three top tools to help brands combat rising customer acquisition costs: 1️⃣ The Polar Pixel: A first-party pixel that avoids being blocked by browsers, providing reliable data on channel and campaign performance to refine ad campaigns. 2️⃣ The Conversions API Enhancer: Enhances your ad platforms' targeting algorithms by feeding them accurate data from the Polar Pixel, improving spending efficiency. 3️⃣ Creative Studio: Offers insights into your ad campaign creatives' performance, helping you understand what works and what doesn’t. Read our latest blog about Precision Targeting in 2024: https://bit.ly/49BFCN2