ECOSYSTEM ATTRIBUTION

If you are the owner of a network – marketplace, aggregator site, directory, franchise – you need to take care of your ecosystem to show the value you are providing to your network partners.

MEASURING THE MARKETING PERFORMANCE OF YOUR NETWORK: EARNING CREDIT WHERE CREDIT IS DUE

You work hard to put your best marketing foot forward on behalf of all of your partners in your network. Whether your network is a marketplace, aggregator site, directory, or franchise, your partners are counting on you to raise awareness of their products and services. They rely on your network branding, professional online appearance, ease-of-use website, and promotional value to drive would-be buyers to their end-user sites where, hopefully, consumers convert.

When things are humming, it’s one big happy ecosystem of network owners and partners at the end of the line closing more sales of widgets, units, policies, etc., and signing more sales, rental and service agreements, contracts, etc.

You know your network is effective, and you work hard on behalf of your partners to drive sales their way. But how do you prove it? How does the local insurance agent know that a signed policy happened because the consumer saw the ad on that insurance marketplace site? How does the regional auto dealer know the car sale aggregation site had a hand in driving a buyer to their lot and making a purchase of that new SUV?

When things are humming, it’s one big happy ecosystem of network owners and partners at the end of the line closing more sales of widgets, units, policies, etc., and signing more sales, rental and service agreements, contracts, etc.

You know your network is effective, and you work hard on behalf of your partners to drive sales their way. But how do you prove it? How does the local insurance agent know that a signed policy happened because the consumer saw the ad on that insurance marketplace site? How does the regional auto dealer know the car sale aggregation site had a hand in driving a buyer to their lot and making a purchase of that new SUV?

THE ULTIMATE CUSTOMER JOURNEY TRACKER – ECOSYSTEM ATTRIBUTION

Ecosystem Attribution™ is the latest tool in the arsenal of capabilities from LeadsRx. Through impartial multi-touch attribution, LeadsRx captures buyer journeys and accurately measures return on ad spend (ROAS). Here’s what you get:

Z

Results

As the owner of a network, you can use data and insights to present unbiased, transparent results throughout your network and to your partners.

U

Insights

LeadsRx runs throughout the ecosystem to capture complete customer journeys across independent marketing programs and websites. This collaborative effort allows full insight into the buyer journey and consumer behavior in a model shared by all partners.

Revenue Credit

Revenue credit is attributed back to individual marketing efforts initiated by any partner within the network – upstream or downstream – and all marketing programs can be included. This produces accurate ROAS calculations for better decision-making and showcases true partner performance.

Attribution

LeadsRx allows you, the network, to incorporate all of your efforts within analytic attribution models. With full value now received for the work done, sellers are more willing to allocate budget accordingly, and your network will increase revenue.

WHAT’S THE BOTTOM LINE FOR NETWORKS?

Get the credit and value you deserve and no longer rely on your seller partner’s analytic tools alone. Here’s some more benefits you receive by implementing Ecosystem Attribution:

Maximize Revenue

The other half of the ROAS formula is revenue. Sure, it’s great to optimize ad spend, but you want to optimize it by aligning that spend with what is bringing in the most revenue. If you are spending $1,000 on ads and getting $1,000 in return, that’s 1X ROAS. Increase your revenue to $2,000 on that same ad spend – because you discovered the right channels that are working to create conversions – now your ROAS is 2X. It’s the key KPI to focus on, and improving it is fueled by unbiased attribution data.

Show Value of Co-Op Marketing Dollars

When brands offer co-op marketing dollars to their distributors, they want to know that those dollars are put to good use driving new leads. With Ecosystem Attribution, LeadsRx captures the distinct value driven by these co-op dollars to help both the brand and the distributor know how their efforts are working.

Improved Ad Spend

Your network exists because it sends traffic and customers to partners in your network. Much of that traffic is acquired from search engines, broadcast ads, and social media. With attribution, your network can improve your own ad spend and campaigns to make sure you are getting the right traffic – the type that visits your partner websites and brick-and-mortar locations to make purchases.

U

See Which Ad Units, Partners, Web Properties Drive Conversions

Identifying which channels are effective is great. But identifying what content is effective on your web pages is icing on the cake. Expanding that to the ecosystem, all partners can know which landing page, or messaging – or combination thereof – is best.

Tracking the Complete Customer Journey

Now you can verify, with proof, that your visitors are converting into sales and qualified leads for your partners.  Know, with a high degree of certainty, the path each customer is taking on their way to making a purchase.

Impartial Results

With a third-party impartial attribution tool, the results of your network site can be trusted and verified. Improve your sales team’s success by providing them the proof they need to sell ad services to your partners.

HOW LEADSRX ECOSYSTEM ATTRIBUTION WORKS

It’s not magic, but it seems like it. However, there is a science behind Ecosystem Attribution. Here’s how it works:

Distributed Pixel

You install the LeadsRx Universal Conversion Tracking Pixel™ on your network site and supply a pixel to your partners so they can add it to their sites. The pixel immediately starts collecting data and tracks each touchpoint on a customer’s journey – a visit to your network site and/or one of your partner’s sites – and distributes the credit each partner deserves. This “distributed pixel” allows you to connect partners on a network together so you can see cross-domain attribution. The data is securely transferred through an authenticated environment with end-to-end encryption.

First-Party Branded Cookies

By providing a unique pixel, the browser identifies your rebranded LeadsRx pixel as first-party – on your domain, served by you. This provides more resilient cookies to facilitate cross-domain tracking of attribution journeys. LeadsRx can then sync up the data from you and your partners and provide robust, unbiased cross-domain reporting and insights.

Broadcast and Digital in One

Being able to track offline broadcast ads, such as TV and radio, and the myriad of online digital channels together is immensely valuable. The channels likely are working together to help a customer along their journey. As various partners deploy broadcast campaigns, the effect of these campaigns is measured by the entire ecosystem. If your network ran TV ads and they were part of a customer’s journey, Ecosystem Attribution will count it.

Trust/Transparency

Start providing meaningful, trustworthy and impartial answers when customers state, “We don’t know how well this is working.” Together, all partners can review the same data that says, “Our marketing and promotion on your behalf is working, and here’s the proof.” In an ecosystem, partners need to work collaboratively with trust and transparency.

100% Tracking (Full-Funnel and Cross-Channel)

If your network is a part of the customer journey, insights from the Ecosystem Attribution data will show it; and you can show your partners. If the customer converts on the partner site, the attribution data shows that, too. If there were other touchpoints on the customer’s journey (Google ad, form fill, ad on a social channel, offline radio or TV spot), that is all accounted for as well. LeadsRx tracks all of the marketing channels throughout the ecosystem – down and through the funnel, finally capturing the conversion.

Example Ecosystem Touchpoints and Conversions You Can Track

Tracking touchpoints and conversions is easy and straightforward. Here are some examples of each that can be tracked within ecosystems:

Lead-Form Fills –

A great tool easily trackable by the pixel(s) on your site or your seller partner’s site.

Clicks, UTM Tracking-

If a customer clicks on your network banner ad and either visits your site or goes directly to the seller site, the pixel(s) will track that touchpoint.

Content Views/Research-

If prospects browse your network site to do research but convert elsewhere, you will receive credit.

Impressions/Banners-

See click-throughs and view-through conversions from banners or display ads.

Call Tracking-

Calls from prospects can be tracked and tied to their customer journey via the pixel using mobile IDs, other metrics.

Shared Pixel Data-

One pixel goes on both the seller and on the network sites, connecting the full customer journey.

TRACK OFFLINE CONVERSIONS (POST-SALE EMAIL)-

Through a special customer “thank you” email, we are able to stitch together their offline conversion to online.

Real-Time, Actionable Data-

Through a special customer “thank you” email, we are able to stitch together their offline conversion to online.

Wait, there’s more:

  • Ecosystem Attribution can track webinar attendance and registration. 

  • It tracks downloads of white papers.

  • LeadsRx easily integrates with automation tools, such as Marketo, HubSpot, Keap (formerly Infusionsoft), and others.

  • LeadsRx easily integrates with data visualization tools, such as Tableau, Domo, and others.

experience our ecosystem attribution solution

Want to learn more about how our ecosystem attribution solution works? Get in touch with our attribution specialists by filling out the form below.