“The real challenge is that the path to purchase isn’t just a single step anymore,” said Ali Wing, Chief Marketing Officer, maurices.
The clothing retailer has addressed this in two ways, Ali said.
- Putting in place attributions in order to organize which channels receive credit
- Transitioning analysis of those attributions from a transactional approach to that which includes well-rounded customer data
“We’re attaching customer data so we get a long-term value in understanding the customer we’ve acquired, versus the transaction we just acquired,” said Eric Bibelnieks, Vice President of Enterprise Analytics, maurices.
Many marketers struggle in a transition of this nature with understanding which data points are important when it comes to understanding your customers, and Ali has a specific approach that helps her and her team.
“I don’t care as much about absolute precision in any one of the channels. I care about a criterion that I consistently apply and then watch for patterns, because patterns tell us more than the nominal amounts in any one of the channels right now,” she said.