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How to accurately evaluate and attribute multi-channel marketing performance in digital banking

Author

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  • Barber, Howard
  • Gill, Jennifer

Abstract

This paper discusses the following four essential challenges in delivering multi-channel strategies and attribution in the digital banking space. The first challenge is the need to understand digital's place in the overall marketing mix, and how to develop measurement techniques that accurately attribute sales so as to calculate the return on investment (ROI) for online and offline channels. Secondly, and relatedly, is to understand how the performance of marketing activities, channels and websites for the B2B side of our business are evaluated, given that the criteria for success cannot purely be reduced to numbers of sales — what other markers of attainment need to be taken into consideration. Thirdly, how to track digital users across devices and touchpoints or channels, ensuring they can be reached on second and third screens with a common message and journey to drive conversions. Finally: with the diverse range of channels and touchpoints through which our audience now reach us, how do we create campaigns and journeys that are fully integrated while remaining consistent?

Suggested Citation

  • Barber, Howard & Gill, Jennifer, 2016. "How to accurately evaluate and attribute multi-channel marketing performance in digital banking," Journal of Digital Banking, Henry Stewart Publications, vol. 1(3), pages 231-239, December.
    • Handle: RePEc:aza:jdb000:y:2016:v:1:i:3:p:231-239
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    More about this item

    Keywords

    decisioning; analytics; marketing transformation; sales attribution; digital marketing; integrated marketing;
    All these keywords.

    JEL classification:

    • G2 - Financial Economics - - Financial Institutions and Services
    • E5 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit

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