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Chapter 7. Analysis in Action > Acquisition Analysis Examples
Acquisition Analysis Examples
Acquisition is all about getting as many of the right people (potential first-time customers) to your website as possible through paid and organic means. Your marketing campaigns and website are interconnected and need to be aligned. If your company’s acquisition tactics attract the wrong visitors (mismatched demographic), its website will struggle to convert them no matter how good the site. On the other hand, if viable prospects encounter bad navigation, poor messaging, or weak design, fewer of those visitors will convert through no fault of the acquisition approach. The success of your acquisition strategy depends on effective targeting, timing, and communication.
Note
Marketing attribution is a deep topic for which many companies are exploring and developing custom models based on first-click, linear, last-click, and other approaches. With the limited space in this book, I’m not going to delve into this topic other than to recommend that your company settle on a single attribution model for company-wide reporting. You need to establish one version of the truth or else you’ll end up with multiple versions that, not surprisingly, make each channel look good. In terms of your analysis, you can explore marketing mix questions with other attribution models to better understand the true relationship between the channels.
