Being able to determine the source of a sale or track customer behaviour accurately is a critical part of media planning. But constructive attribution is not easy now customers have an increasing range of buying options and methods available to them.
At AJ, we use a collection of tools to improve the quality and quantity of attribution, making sure activity is measurable and media spend effective. Assigning unique codes is one such tool used to achieve better attribution specificity.
For Aquability, a leading supplier of bathroom mobility solutions, unique codes provide a m
echanism by which to analyse the 300 ads being run each quarter. Over the 18 years of working together, AJ has grown the Aquability business from £30K to £180K a month whilst
maintaining marketing percentage.
Offering an incentive to quote a unique code produced good outcomes for reading light specialists, Serious Readers. From a low starting point, press has now become their leading source of sales, with ROI increasing by 500%. Kinetico, designers and manufacturers of water softeners, offer a free installation as an incentive to use unique codes and telephone numbers so results can be analysed to better effect. In a similar vein, online furniture retailer, Wallace Sacks, give a substantial discount incentive. The resulting data generated on a daily basis enables AJ to plan week by week to maintain press spend performance. Using this approach, Wallace Sacks spend has increased by 400% with ROI improving by 25%.
The many elements able to be scrutinised include ad copy and size, press titles and sections, and days of the week published, as well as volume and cost of leads plus conversions to appointment and sales. The resulting optimisation of media plans and schedules and growing return on investment enables AJ clients to increase media spend with confidence.
Thomas Sanderson, maker of bespoke blinds and shutters, is a good example. AJ works hard with them on attribution, using robust data generated from unique codes tracking right through to sales. Seeing results improve significantly over the last three years, including a reduced cost per enquiry of 85% for blinds and 54% for shutters in the first nine months, the company has doubled its media budgets.
Quality attribution methodology gives AJ and its clients a detailed understanding of how every media channel is performing at any time. Consequent scheduling is designed to deliver the greatest volume of high-quality response – exactly what every client wants from a Direct Response advertising agency.
For more information about the success of AJ’s commitment to developing attribution, see Knowing What Works: http://www.aja.co.uk/#/knowing