Your Attribution Model is All Wrong!

June 01, 2017 by BizTraffic Team

Knowing if your advertising or marketing campaigns are successful or not has been a struggle since long before John Wanamaker quipped about it over 100 years ago.

With no direct way to tie increased sales to a specific campaign, attribution was difficult at best.

Here’s how attribution used to work:

  • You run an advertising campaign
    • If sales go up, the campaign worked. ROI is assigned based on the increase in sales.
    • If sales remain flat or drop, the campaign didn’t work and you fire your ad agency.
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Filed Under: Content Marketing, roi, marketing metrics, attribution, google analytics

It's the Buyer’s Journey, not the Destination

May 02, 2017 by BizTraffic Team

Whatever product or service your company provides, it should solve a problem for your customers. Problem solving is the basis for all consumer interactions.

Sometimes the problem can be minor, even trivial - “I’m thirsty and tired!” Three guys from Seattle came up with a solution to this problem, and in 2015 they made almost 3 billion dollars solving it.

You might be using their solution right now, but even if you’re not you certainly know its name - Starbucks.

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Filed Under: content, Quality Content, landing pages, Buyer's Journey, attribution