Answer
Jan 08, 2019 - 08:03 AM
Most brands need more specific tools than Google Analytics to really see where their conversions are coming from. Conversion attribution is especially difficult for some business types, such as B2B, where actual sales may happen long after the most recent online contact. There are a few specialty tools to help you with this - here are some of the most popular ones.
Conversica
Conversica is a marketing tool that relies on AI to get results. Basically, it replaces your sales team with bots, creating conversions through automated conversations.
The cutting-edge tech (machine learning, natural language processing) sounds cool. But conversion attribution works pretty much the same way, whether those conversions were sparked by smart bots or humans.
With Conversica, the AI starts the conversation for you, and if the software determines that a lead’s reply shows interest, it sends an alert to one of your sales representatives.
This helps you pinpoint exactly when your lead took interest, and what the AI actually said to get results.
However, this new tool is still fairly limited. The software doesn’t collect the emails for you, and it only gives information on leads that actively engage. If you want other information, such as when and where you got the leads’ emails, you’ll need different tools.
Bizible
Unlike Conversica, the Bizible system focuses specifically on attribution. This software has a revenue-based approach, using attribution data to help your team predict and grow profits.
Bizible offers very thorough, multi-channel tracking of the buyer journey, going above and beyond what Google Analytics and many other tools can do. Using the platform is fairly straightforward, and you’ll get valuable information about which channels affect your sales funnel in what ways.
Brandish Insights
https://www.brandishinsights.com/
Brandish Insights promises to help you grow revenue with “brand tracking,” or brand analytics. This software asks customers for their thoughts on your brand, and uses that information to create a dashboard where you can get an overview, as well as the details, of what customers think.
Brandish Insights isn’t truly a conversion attribution tool. It will probably work best as a supplement to an attribution tool, rather than a replacement for one.
This platform uses metrics such as brand awareness and purchase intent to provide brand analytics.
While you’ll certainly find some attribution insights here, brand tracking is something of a different animal, and won’t be enough on its own to provide you with all the attribution information you need.
Terminus
https://terminus.com/product/account-...
Since Brightfunnel, an attribution and forecasting tool, was acquired by Terminus, is it still valuable for attribution?
Terminus helps brands market to their target accounts with a multichannel approach, which certainly becomes more useful with attribution tools attached.
Terminus decided to keep the Brightfunnel team and headquarters intact, so it sounds like the brand is serious about providing high-quality, multi-touch attribution.
Not every brand may want the account-based approach that Terminus offers. However, for those that do, it’s much more useful now that it has a reliable conversion attribution tool attached.
Wicked Reports
https://www.wickedreports.com/
Wicked Reports specifically aims its conversion tools at small businesses. It uses an algorithm to pinpoint which marketing item your leads are responding to.
Basically, Wicked Reports works using ecommerce and customer relationship management (CRM) data to create a detailed look at the customer journey.
Along the way, it automatically attributes any revenue you make to the source of that purchase or that customer.
The close look at the individual customer journey will prove helpful to many businesses, as well as the multi-channel options.
Of these attribution-related tools, Bizible and Wicked Reports are the two that stand out as offering the most detailed, specific attribution information. However, Bizible does have slightly better reviews, so I’d suggest starting there to bump up your attribution efforts.
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