In e-commerce, self-attribution is the practice of identifying how consumers found your online store. But unlike indirect methods such as those using analytics software , for example, self-attribution involves directly asking each consumer how they arrived at your website . This practice allows you to discover with greater precision which communication or marketing channel led each consumer to your online business.
Thus, based on the findings you obtain from self-attribution, you will be able to know more precisely which Marketing strategies are providing the best return for your business. In effect, you will be able to focus your investments on the best performing options, further improving your results. Learn more about this below!
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An essential guide for retailers and digital marketing professionals to optimize their campaigns and strategic actions throughout the year
SELF-ASSIGNMENT: ADVANTAGES
Among the main advantages of applying self-attribution in your e-commerce we can mention, for example:
- Greater transparency in data collection;
- More precise identification of your best communication channels with the consumer;
- Greater accuracy in discovering your best performing Marketing channels;
- Greater visibility so you can apply your resources more assertively;
- Ability to improve communication based on data from primary sources;
- Maior engajamento with your brand;
- Better understand the flow of channels in your Multichannel Marketing.
Furthermore, by making it clear which are the best communication and marketing channels for your e-commerce, self-attribution allows you to redefine your priorities, and can even reduce some costs and waste of resources with low-performance media. Therefore, it is worth implementing this tool. Keep reading and find out how to do it!
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HOW TO IMPLEMENT?
To implement the practice of self-attribution in your e-commerce, follow the steps below:
Implementing self-assignment:
List the consumer's points of contact with your e-commerce
Email , human chat , automated chat , social media, WhatsApp, etc.
Define the question
Test possibilities like “How did you find us?” and display options to tick.
Set the tool
Use forms, messaging apps , AI-powered chat , and other methods.
Organize the answers
Produce a table and graph from consumer responses.
Extract insights
Identify the best performing communication and marketing channels.
Reallocate your resources
Redistribute your Marketing budget based on results.
Furthermore, perform new monitoring in specific periods of 15 or 30 days, for example. This way, if there is any change in the performance of your communication and marketing channels, you will know quickly and can take action before there is a drop in performance. Oh, and don't forget to train your entire team to perform self-attribution. This can certainly make a big difference for the better in your e-commerce.
