This method can be used for channels besides podcasts as well, and many marketers we work with have started to use it to gut check results from paid search and paid social, especially post-iOS 14.5 changes. It also offers a timely feedback look and granular insights, which can help you fine-tune your future campaigns. This allows you to capture feedback from highly qualified customers with minimal to no disruption to the purchase funnel. Your survey should be as close to the end of your funnel as possible to avoid impeding conversion rates and to capture a better picture of what channels contributed to conversion activity. The most common form is a post-conversion survey, also called HDYHAU or how did you hear about us, so-named for the question that we ask consumers. “If you can imagine taking any other channels in your marketing mix and trying to rely on 20 to 30 percent of overall activity until you hit your goal CPA and make your boss happy, it’s probably not going to happen anywhere.” Indirect attribution captures valuable podcast ad resultsĪs for indirect attribution in offline marketing, using a survey-based methodology is the gold standard. “What happens if you rely solely on promo codes and vanity URLs? The channel as a whole is going to look really inefficient,” Durando cautioned. Optimizing your acquisition portfolio based on faulty or incomplete data like this can negatively impact performance and prevent you from effectively scaling offline media, not to mention giving too much credit to other paid or organic channels in your mix. If you only focus on measuring your podcast campaign through direct activity, you’ll misattribute 70% of your customers. “It’s worked for a decade and there’s no reason to say it won’t work for another decade, but it doesn’t tell the whole story.” “This is a tried-and-true method,” said Grant Durando, Director of Offline Marketing at RSU. As most marketers know, people rarely follow the ideal purchase path without deviating, which is why multi-touch attribution models have increased in prevalence over the last 10–15 years. This attribution method only captures information from the 20–30% of customers dedicated enough to follow the prescribed path. Direct attribution only tells part of the storyĭirect attribution does provide useful information, but measuring customer actions based solely on a direct basis can leave huge gaps in your data because of the breakage we mentioned. The widely adopted method of tracking most used by D2C and even B2B marketers relies on the direct and indirect attribution that we describe more in detail below. branding campaigns not tied as closely to customer acquisition goals. It can be valid in certain instances, as with brands who can’t use an offer to triangulate direct response, or on campaigns with a high ratio of dynamic to baked-in inventory, e.g. It’s worth noting that there are pixel tracking capabilities that have been developed in recent years, however, they are very nascent and not the main method we recommend using to track acquisitions. Indirect attribution: Post-purchase channel surveys.Direct attribution: Vanity URLs or promo codes.There are two ways to track attribution for podcast ads: This is why, despite its digital transmission, we consider podcasts an offline channel-they behave more similarly to offline channels vs. But unlike most digital ads, a podcast ad isn’t clickable, which leads to breakage in following the customer’s journey to acquisition. To measure the success of your podcast ad campaign, you need to determine how many listeners converted to customers after hearing your spot. Podcast Campaign Attribution: Learning from direct and indirect attribution And although it is probably one of the most challenging things about this channel, thoroughly measuring your podcast ad results, often with overlapping forms of measurement, is crucial in making podcasts work for your growth marketing mix. Podcast distribution relies on the one-way data flow of RSS, which makes it easy for creators to share content, but limits the data available for advertisers trying to track their podcast ad spots. Tracking and measuring the results of podcast advertising isn’t as straightforward as what you’ve likely encountered in other marketing channels. Check out the other articles in this series for our insights on pre-planning, media buying and planning, and podcast ad creative. This article tackles campaign measurement and analysis, and how to close out your campaign. In this series of articles, we’ll capture the expert insights from the boot camp and offer practical tips to get the most out of your podcast advertising campaigns. This deep-dive course was designed for aspiring and current podcast advertisers to help them execute campaigns effectively and efficiently. Right Side Up’s Offline team hosted a Podcast Advertiser Boot Camp at Podcast Movement Virtual in October 2020.
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