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e-Commerce Marketing: Make the Right Channel Choices and Increase your ROI

How e-commerce companies can leverage attribution models to increase their ROI

Today, people can buy almost everything online – day and night. And your marketing activities can influence their buys. As a marketer, there are thousands of channels at your reach. The big question is which ones do you choose? Which ones will create the optimal user journey to increase your performance on ad spend?

The fact is, there is no ‘one-size-fits-all’ set of channels that will work for every business. And with thousands of channels at your disposal, it can be challenging to filter through all your options and know which are worth spending your marketing budget on. As you may already know, not all channels are suitable for every audience or serve the same purpose. But the potential to reach new customers is very high. Based on the latest research by Statista, retail e-Commerce sales worldwide are projected to grow to 5.4 trillion US dollars in 2022. That means that your marketing effort CAN have a significant business impact.

Marketers in the e-Commerce environment tend to stay in the digital ecosystem because it is what they know and what they can measure. For quite some time now, they track users online and influence their behaviour with targeted advertising. Below, you can see the channels with the strongest focus points:

However, managing a multi-channel e-Commerce strategy can be time-consuming and very challenging. That’s why Objective Platform designed a solution that can help you gather, analyse, and make fruitful decisions across all channels and touch-points throughout the user journey. As a result, your department can make a real difference in the company’s revenue and increase its ROI in its marketing efforts.

We help partners increase their ad efficiency (ROI) approximately with 8% -15%

Gather data in a single platform

Running omnichannel campaigns means managing different data sets. Marketers usually analyse the performance of each channel on different platforms. But this is a time-consuming task and requires manual work. Objective Platform gathers all data sets across channels and brings them into a single readable platform.

The first layer of our platform – Data Layer – fully integrates and connects all your relevant data sources and marketing platforms into a single source of truth. But that’s not all! In comparison to other similar models, it performs smart checks to validate the quality of the data, and it also restructures data when necessary. What’s more, advertisers can use different plug-ins, such as Facebook, Affiliate Networks, and Display among others. That way, they have both a holistic overview and granular insights of all their channels.

Attribute value to your marketing activities

All channels measure performance using their own KPIs. So what do you do when you need to combine results from your omnichannel campaigns?

Obviously, last-click measurements can’t give you the real value and contribution of each channel. Sometimes consumers are triggered by online ads, but ultimately buy offline – and this is only one of the million cases that make it hard to track performance. This doesn’t mean that your marketing activities are not worth the investment. Our Unified Measurement Framework helps you get closer to the truth, as it gives you a clear estimate of the attribution to the conversion rate per channel. Next, based on these results that are displayed in user-friendly and customisable dashboards, you can make a monthly budget plan using our media optimisation tool and share it with the stakeholders.

“The fact that we can look at our performance across the funnel and different touch points enables us to optimize our strategy and media spend – anytime and anywhere.” – Joris Steenvoorden, Media Manager T-Mobile Netherlands

Advertise without analysing third-party cookies

Our marketing model goes beyond the Marketing Mix Model or the Multi-Touch Attribution model. It gathers granular and first-party data, totally independent of third parties. This means that our sophisticated model can adapt to a world without cookies and to an ecosystem where GDPR rules are getting stricter. For e-Commerce activities, this is a big competitive advantage. If all retailers lose the ability to form user personas due to the ban on third-party cookies, how can they make sure they target the right people in their campaigns? For this reason, we created a sophisticated model to provide you with:

  • insights at the channel, campaign, and product-level as well as
  • granular insights into the effect of every channel modelling all the way down to the touch-point level.

Want to know more on how we can help you plan, optimize, and monitor brand and performance marketing activities across all channels, based on actionable data-driven insights?

Our Approach