Unlock the full potential of Social Media Marketing for SMEs
This use case explains how SMEs can unlock the full potential of Social Media marketing, thanks to multi-touch attribution modelling. This use case represents the work Odyssey Attribution did with one of their clients to do so.
No clear insight into the true performance of the paid social channel
Throughout the organisation of this mid-size retailer, there was no clear insight into the true performance of the paid social channel. Different teams were looking at different metrics and certainly, between Google Analytics and Facebook, there was a huge discrepancy regarding the performance of the paid social channel.
“The paid social channel for this retailer is not being used to its fullest potential because there is not enough focus on upper-funnel content”
Tracking optimizations and more focus on upper-funnel content
Based on the Odyssey insights the first step was to make sure all tracking and tagging were set up correctly. Then, based on the up-to-date data in Odyssey an analysis of the performance of the paid social channel was made.
Based on the multi-touch attribution insights in Odyssey we had a clear insight into the performance of the paid social channel. The analysis resulted in the following conclusion:
“The paid social channel for this retailer is not being used to its fullest potential because there is not enough focus on upper-funnel content”
Based on these conclusions the retailer decided to change the paid social ad content and placement settings in order to focus more on upper-funnel content.
Crunching
The numbers
growth
in incrementality
+75%
growth in attributed revenue
of the paid social channel
+120%
Clear and honest data for everyone, and better results
After the data-gathering period, another analysis of the performance was done. Focusing more on upper-funnel content resulted in a higher incremental value of the paid social channel, because paid social was active at the beginning of the customer journey.
Besides that, throughout the organization, there was now more unity in looking at the right metrics. With Odyssey as an independent tool, everybody was looking at incrementality and attributed revenue as the main metrics to determine the performance of the paid social channel.
Cases
A large fashion retailer struggling with incremental affiliate growth
This use case explains how Odyssey Attribution helped a large fashion (e-)retailer get better insights into the performance of their affiliate publishers and how they used that information to optimize the channel.
How to increase the ROI of affiliate marketing
In (digital) marketing it’s all about ROI. Read this use case the see how this sneaker retailer made improvements to the affiliate channel to cut costs, increase revenue and increase the ROI.