Why Attribution Doesn’t Matter in Measuring Audience Quality

– Attribution is currently measured in a way that doesn’t provide meaningful insights.
– The focus should be on identifying the subscribers with the highest intent to buy and understanding their journey after the ad and signup.
– B2C marketing should adopt the lead scoring approach used in B2B to assess the quality of the audience engaging with the creative.Implement a lead scoring system and gather data on customer intent in order to evaluate the quality of the audience and improve conversion rates in B2C marketing.Attribution doesn’t matter in the way we’re currently measuring it. Who converts at a higher rate? Person A: Tells you they want to buy today. Person B: Tells you they want to buy in a few days. Congrats, you’ve just proven that two subscribers aren’t equal, but you have no idea which one is which because you don’t ask them. Furthermore, you have no idea which campaigns you’re running, which ad sets, or which ads are driving more customers that are looking to buy today than in a few days. Now, if you’re running ads, you want to give yourself the best chance of converting people, so you have to look at the people with the most intent who statistically have higher conversion rates. But what if not everyone that says “today” is converting, which is likely the case? This means you have a gap in your customer journey pertaining to what happens after the ad, after the signup, after the offer. Unfortunately, the way that we currently evaluate success focuses on short-term goals rather than long-term comprehensive business strategies based around audience quality. If you approached B2C the same way everyone approaches B2B, everyone would be laughed out of the room. Every lead that comes through in B2B has a lead score attached to it, usually by mining data around the person using Clearbit and a few questions during signup or onboarding. In B2C, we do nothing. So we repeat the same behaviors hoping for a different result with different creative when most of the time the creative has no context as to the quality of the audience that’s engaging with it. Silly if you ask me, but it seems like a lot of the time my views are considered to be outliers. I still see people bragging about their creative driving sales, but they have no idea about the underlying quality of the audience and whether or not they are leaving money on the table. Also, most of the time when results are really big, it’s because the product has product-market fit and a good offer. It’s rarely the creative or the actual landing page. Is it possible that a landing page converts at a higher rate? Yes, is it usually the result of a different offer and different layout? Almost always. There is intent already when clicked, the initial hard part is done, you just need to agree on terms that the person is more willing than not to take a follow-on action. This is why attribution doesn’t matter tohttps://www.linkedin.com/in/jivanco

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