Last week, ZOG Digital held a webinar entitled “Digital Marketing for Multi-Location Businesses” – presented by ZOG, UBL and Forrester – as a 101 course in the who, what, where, why and how of Local SEO or Local / Mobile Search. Like most marketers, I don’t have time for webinars – but I DO have time for… you guessed it – Cliffs Notes. Here are the Cliffs Notes (part 3 of 3) from that webinar that illustrate the importance of, and how to accomplish optimization within Local / Mobile Search for a Multi-Location Business.
Forrester: Data Driven Marketing – Local Search and Attribution
View the Slides Online > Data Driven Marketing
- The current state in cross-channel attribution is that only 7% of marketers use attribution analytics to improve marketing accountability, hence defining the VALUE of marketing tactics. Marketers that do not track these metrics are simply making assumptions or educated guesses at what works.
- Cross-channel attribution is complicated, but can provide deeper customer insights. Managing cross-channel attribution, Adidas was able to confirm that mobile search optimization was a key driver in in-store sales.
- In the Adidas Case Study provided, mobile optimization efforts led to a 680% incremental increase in ROI with in-store foot traffic and purchase. Out of their test segment, 1 in 5 mobile searchers visited a store, 13% of those converted in-store with AOV of $71, leading to Mobile to In-Store Conversion assumptions of 20% of mobile searchers in-store convert with AOV of $80. Therefore, each store locator click was worth $3.20.
- What can you do to embrace cross-channel attribution?
Manage and connect all data, across devices and channels.
Choose a mix of analytical techniques that drive balanced marketing performance insights.
Deploy attribution measurement not as a project, but as a way to drive customer value.