What contribution did the Instagram targeted france phone number list posts have on the supporter’s likelihood to respond? If we analysed the campaign by last click, we would perhaps assume that very few responses were driven by social media or digital activity as it may not have been where the majority of responses came from.
In reality, the social media activity that the supporter saw and the email that they interacted with could have uplifted the response to the direct mail channel. Missing this vital piece of the puzzle means that we aren’t able to see the whole picture and, therefore, unable to implement the best marketing strategy to think about; however, with a solid omnichannel attribution strategy, we can take a more holistic overview of the entire journey to understand the role each touchpoint had on the overall response.
By bringing all of a consumer’s interactions and responses into a single platform, you can follow a consumer’s journey through all channels to determine how a response was achieved.
Having this information stored in one place makes this data far more accessible, meaning that analysis can take place quickly on the most recent data to produce effective and actionable insights in real time.
As well as this, PeopleStage has the ability to implement A/B split testing within the platform, allowing for further investigation into what works best for your audience and how additional media is impacting overall responses.
With this, we can drill into the data in a high level of detail, so that we can tease out the impact that each touchpoint had on overall response, helping to inform the contact strategy going forward.
Using omnichannel data analytics through PeopleStage, as well as Apteco’s analytical tool FastStats, we can make sense of the data and explore the journey more in depth, to understand how each touchpoint affected response behaviour and how that information could lead to more responses in the future.