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Conrad Saam’s Post

President - Mockingbird

4mo

CallRail's James O'Neal and Mockingbird Marketing's Robert Williams get into Dual Source Attribution - what it is, how to do it and why it is so important. In a much more, multi-channel world, the simplistic direct response models of the past don't (always) correctly showcase how your marketing channels are working together.

2 Comments

Transcript

I'm going to break off from that theory. And there's this idea where you've got demand generation and demand capture, right? And I recommend all of you start doing this today. Don't just rely on to the attribute. Don't rely on the attribution reported by the tool. Also asked the question, how did you hear about us? And we've changed our tune on this, OK, we have would you do that? The tool knows, right? But really what could have happened is they saw that billboard in which you are not using a tracking number because you've got a really awesome vanity number that is part of your brand, OK, they call that number, it's not in your, it's not in call rail, it's not tracked. Or they see the Billboard even more likely they sell the Billboard. They go to Google, they, they do a brand search for you, they find you, they click on one of your ads. And so this the the source that gets attributed that conversion is going to be Google ads when really it's because they drive by the I-90 that billboard every day, right? So if you were to ask the question, how did you hear about it? So I see you on the I saw you on the news. I hear your radio spots, right? Saw that TV commercial and so coupling the demand generation. So what actually. Generated the demand for them to to search for for you or what you do to what captured that demand. Was it an ad? Was it your Google business profile? Was it Google organic? Now you start to get a holistic picture of your marketing and advertising and that's super powerful.

Taylor Kinney (Hall)

Taylor Kinney (Hall)

Helping law firms connect gaps in intake through software implementation

4mo

I’ve heard both sides of the argument on this, but I’ve been leaning towards your side A LOT since we had our last convo Robert Williams. The bigger firms that I work with ALWAYS ask how someone heard about the firm for this reason. Otherwise, how else do you know that the advertising avenues such as billboards, radio ads, etc are actually being seen and used? People are so quick to hop on the Google bandwagon but then completely toss the billboards and other advertising to the side just because they’re not digital. LOVE that you guys take this into consideration!

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