8NOVEMBER - 2021IN MY OPINIONBLENDING QUALITATIVE AND QUANTITATIVE ASPECTS OF USER BEHAVIOUR TO OPTIMISE MARKETING ATTRIBUTION STRATEGIESBy Alan Magee, Vice President of Digital Market, Church's ChickenTo deal with the ramifications of the pandemic, marketers around the world are discarding their existing advertising and marketing strategies and shifting their focus on developing plans that cater to today's consumer behavior and requirements. At the backdrop of this is marketing attribution modeling. Consumers have hundreds of interactions with brands via multiple digital channels before they become their customers. Brands can consider all these interactions to evaluate and allocate their resources to maximize return on investment. In an exclusive interview with MarTech Outlook, Alan Magee, Vice President of Digital Market, Church's Chicken, shares with us how the marketing attribution will evolve in the future and what marketers can do to steer their strategies in the right direction.In your opinion, how has the marketing attribution landscape evolved over the years?The marketing attribution landscape has witnessed notable changes over the past couple of years. Previously, marketers had large quantities of user data that they couldn't associate together. But with recent widespread digitalization, marketers have even more comprehensive data to effortlessly connect to gain a broader perspective. Although marketers are still tracking user activities like before, they are acquiring much more powerful and valuable data. Additionally, consumer behavior has drastically changed. People spend the better part of their days on their cell phones and on social media channels, empowering brands to gain more insights regarding their behavior from multiple channels. With aspects of financial and location data, marketing attribution is evolving more rapidly than ever before.What are some of the advantages of the current technological evolution?The current evolution presents us with a broad array of advantages. Today's technologies are newer, better, and much more integrated. When I converse with companies every week, I often observe that they now have multiple options to solve discrepancies in the marketing operations that weren't solvable five to seven years ago. The transformation has been very robust, giving marketing countless means to integrate and analyze consumer data. Marketing attribution is not a 'one size fits all' solution. It fosters the idea of analyzing available data and employing it in the most efficient ways
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