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Your CRM is the BEST Marketing Decision Driver, Right?

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by ed.brooks, Feb 18, 2017.

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  1. ed.brooks

    ed.brooks
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  3. Alexander Lau

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    Oh wait, Clarivoy does: http://www.clarivoy.com/products.html#analytics. There you go...

    Evaluates the true cost per engagement and cost per lead by embedding Clarivoy's proprietary Multi-Touch Attribution model directly into Google Analytics so you no longer need to rely on Google’s last click attribution.
     
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    #32 Alexander Lau, Mar 3, 2017
    Last edited: Mar 3, 2017
  4. Alexander Lau

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    FACEBOOK ADS ARE MORE VALUABLE THAN MARKETERS THINK

    http://www.orourkehospitality.com/facebook-ads-are-more-valuable-than-marketers-think/

    Last-touch attribution models, or Last Interaction models in Google Analytics, give the last channel the user clicked through 100% of the credit for the conversion. Conversely, a First-touch (First Interaction) model would give the first channel a user clicked through 100% of the credit for the conversion. For example, say a potential guest first clicks on a PPC ad, later clicks on your Facebook ad, and then the next day directly goes to your site and books a room. Using last-touch attribution, the direct channel is given credit for the booking; using first-touch attribution, only the PPC campaign is credited with the conversion. In both models, the Facebook ad is ignored completely, even though it played a part in the booking.

    Using a multi-touch attribution model spreads credit over different channels depending on controls.. A multi-touch attribution model would give the PPC campaign, the Facebook Ad, and the Direct visit credit for the conversion. By creating a customized multi-touch attribution model to track conversions, marketers are better able to allocate their budgets and understand the paths guests take when booking.
     
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    #33 Alexander Lau, Mar 5, 2017
    Last edited: Mar 5, 2017
  5. ChrisH

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    The problem with the CRM data, and DMS data for that matter is "garbage in, garbage out". As a few of the commenters have said, a lot of the time it's a process problem, but it is also a data problem. You should absolutely be focusing on your prior transacted customers and then following up with prior inquires. It's a multi-step, multi-channel approach that can be overwhelming and ineffective when done incorrectly. The first step to your marketing needs to be a clean, intelligent database, and then structured and targeted messaging and segmenting from there.

    Consumers are using more data than ever before, more sources, and less showroom visits. 86% show up in your showroom knowing what to buy. You can't rely on just one channel and bad data to make your marketing decisions.
     
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  6. Alexander Lau

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