In the world of direct response, the latest advancements in media and technology have opened up endless opportunities to target and pinpoint consumers. Gone are the days of mailing list dependency and basic TV demographics. Today, we can overlay traditional TV data with digital information to hone in on specific households who have a greater intent to purchase.
Data attribution capabilities enable direct response marketers to identify and assign a value to consumer events, like visiting a website or searching for a product, to determine how they contributed to a desired outcome (i.e., making a purchase).
This type of insight is a gold mine for marketers of all types. For example, Snap-owned Placed recently released a study that introduces what is calls the first media-independent solution for paid search campaigns. To showcase the new paid search attribution offering, Placed released the results of a case study with RetailMeNot. The companies found that close to 40 percent (38 percent) of store visits tied to search campaigns happened within 48 hours. In addition, they reported a “4.0x return on ad spend (ROAS) that was incremental to the ROI driven online.”[i]
However, assigning credit to a marketing touchpoint can be complicated. With so many marketing channels across numerous devices, direct response marketers must have the knowledge and experience to wade through the complexity and utilize data appropriately for their clients.
At Diray, we maintain a data warehouse that enable us to utilize millions of data points per specific IP address to model audiences and decide whether they would be more motivated by one method of advertising verses another. Over the years, we have embraced, integrated and attributed new media platforms into a holistic strategy. In a world of constant change, we are continually learning, evolving and adapting our strategies to a rapidly changing media environment to maximize ROI for our clients.
For more information on how Diray can use the latest advancements in technology to your benefit, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.