OUR APPROACH
A SYSTEMATIC APPROACH
TO MARKETING FOR SUPERIOR PERFORMANCE
Our single focus is to enable our clients to maximise their ROAS & scale their performance. To perfect this process, we designed our own methodology called the Attribution Maturity Model, which incrementally optimises each step in the conversion journey. The services we offer are aligned to this model.
OUR APPROACH
A SYSTEMATIC APPROACH
TO MARKETING FOR SUPERIOR PERFORMANCE
Our single focus is to enable our clients to maximise their ROAS & scale their performance. To perfect this process, we designed our own methodology called the Attribution Maturity Model, which incrementally optimises each step in the conversion journey. The services we offer are aligned to this model.
What is the Attribution Maturity Model?
The Attribution Maturity Model is a step-by-step framework that helps businesses enhance their marketing and data-tracking strategies. The model consists of five stages, each representing a level of maturity in understanding and utilising user data. By progressing through these stages, you will optimise your website’s performance, improve user experience, and increase your return on ad spend.
Understanding the Attribution Maturity Model
This model is designed to help you understand and improve your brand's attribution effectiveness and user-tracking capabilities. By following this model, you can identify your current stage, ask the right questions, and utilise our services to achieve best practices in data tracking and analysis.
How Does it Work?
The model is designed to be simple and actionable. At each stage, you'll ask yourself specific questions to determine whether you have the necessary capabilities and setups. Based on your answers, you can decide whether to move to the next stage or seek our services to help you get there.
the attribution
maturity model
CONVERSION
WEBSITE OPTIMISATION
Your website is a mousetrap designed to capture leads and convert them into sales. Is it firing effectively?
Focus
Ensuring your mouse trap is working effectively with clear brand messaging and optimised conversion rates, so that if people were to visit your website, it will convert.
This part is essential to make sure you have your house in order. If the mousetrap isn’t firing you shouldn’t be spending money on marketing until it works.
Questions to Ask
- Do you know how many people visit your website?
- Do you have all the necessary data points and KPIs set up?
- Can you accurately tell us your conversion ratios and percentages?
If the answer is NO
Our website consulting service covers:
- Website Blueprint
- Web Design
- Custom Application Development
- Conversion Rate Optimisation
- Tracking and Analytics Setup
If the answer is YES: Move to Stage 2
strategy
DIGITAL MARKETING PLAN
All too often we hear "Yes I already have a strategy in place - We are doing GADs, Social and some SEO”. That’s not a strategy. A strategy is an overarching plan of how to achieve your marketing objectives, which then informs you of what mediums to use, and in what order, to maximise returns from Day 1.
Focus
Enhancing tracking mechanisms and developing a comprehensive marketing strategy.
Questions to Ask
- Are you collecting detailed user data?
- Do you have mechanisms to track user behaviour accurately?
- Do you actually have a strategy in place as a roadmap to success?
- How effective is each marketing medium in driving traffic to your website?
- What is your Cost Per Lead (CPL) and Cost Per Acquisition (CPA)?
If you can’t easily answer the above
Services we offer:
- Digital Strategy
- Paid Advertising
- SEO
- Ad Suppression
If you can confidently answer then: Move to Stage 3
TRACKING & IDENTIFICATION
UNIQUE LANDING PAGES
Empowering businesses to collect, manage, and analyse their own First-party data, over incomplete Third-party data.
First-party data, which is collected directly from our audience through our own channels like websites, apps, and customer interactions, offers unparalleled accuracy and relevance. Unlike third-party data, which is often aggregated from various sources and can be inconsistent, first-party data provides a clear and reliable view of our customers' behaviours and preferences.
You’re gaining the power instead of Meta or Google to build you own data warehouses to have the right conversations with the right people at the right time.
Focus
Empowering businesses to collect, manage, and analyse their own data. Move away from third party data and rely on your own first party data. As we transition from relying on third-party data to leveraging first-party data, it's essential to understand why this shift is crucial for the future of marketing.
First-party data, which is collected directly from our audience through our own channels like websites, apps, and customer interactions, offers unparalleled accuracy and relevance. Unlike third-party data, which is often aggregated from various sources and can be inconsistent, first-party data provides a clear and reliable view of our customers' behaviours and preferences.
You’re gaining the power instead of Meta or Google to build you own data warehouses to have the right conversations with the right people at the right time.
Questions to Ask
- Are you still using UTMs to measure performance?
- Are you still using third-party data to make decisions for your business?
- How accurate are your current data insights?
- Can you accurately track your spending and the performance of marketing mediums?
- How well do you understand your cold leads, hot leads, and acquisitions?
If the answer is NO: Services we offer
- Attribution model customisation
- Vendor Selection
- CDP tendors
- CDP and data warehouse implementation
- Custom first-party data page creation
Custom AI software development
If the answer is YES: Move to Stage 4
OPTIMISATION & ANALYSIS
FIRST PARTY DATA MAPPING
Enhance the first-party data journey by tracking user interactions and touch points for both known and unknown users. Using federated, compliant first-party identities, we map the entire customer journey across multiple touch points. This provides valuable insights into customer behaviour, preferences, and engagement patterns for more effective marketing.
Focus
Accurately determining user journeys and transitioning users from unknown to known states. Knowing exactly how users navigate through our content, what interests them, and where they drop off allows us to tailor our marketing strategies to enhance their experience and drive conversions.
Questions to Ask
- Can you accurately determine someone’s journey on your website?
- How many touchpoints do users interact with before converting?
- How do you differentiate between known and unknown users?
- How do you measure and track the journeys of both known and unknown users?
If the answer is NO: Services we offer
- Journey mapping and analysis
- Touchpoint tracking
- User segmentation strategies
- Data integration and management
- Journey measurement and optimisation
If the answer is YES: Move on to Stage 5
ALWAYS-ON DASHBOARDING
LIVE ATTRIBUTION SAAS
(Coming Q4 2024)
Achieve best practice in tracking and analysing every user interaction and journey with a complete SAAS solution.
Focus
Total visibility and control over data and user interactions. Knowing exactly what is working and what is not.
Questions to Ask
Can you pick any user, customer, lead, or person at any point in their journey and tell:
- Exactly how, when and where they found you?
- How much they have cost you?
- How much you are going to make in revenue from that same user?
If the answer is NO: Service we offer
"Christmas" SAAS (Coming Q4 2024)
CONVERSION
WEBSITE OPTIMISATION
Your website is a mousetrap designed to capture leads and convert them into sales. Is it firing effectively?
Focus
Ensuring your mouse trap is working effectively with clear brand messaging and optimised conversion rates, so that if people were to visit your website, it will convert.
This part is essential to make sure you have your house in order. If the mousetrap isn’t firing you shouldn’t be spending money on marketing until it works.
Questions to Ask
- Do you know how many people visit your website?
- Do you have all the necessary data points and KPIs set up?
- Can you accurately tell us your conversion ratios and percentages?
If the answer is NO
Our website consulting service covers:
- Website Blueprint
- Web Design
- Custom Application Development
- Conversion Rate Optimisation
- Tracking and Analytics Setup
If the answer is YES: Move to Stage 2
strategy
DIGITAL MARKETING PLAN
All too often we hear "Yes I already have a strategy in place - We are doing GADs, Social and some SEO”. That’s not a strategy. A strategy is an overarching plan of how to achieve your marketing objectives, which then informs you of what mediums to use, and in what order, to maximise returns from Day 1.
Focus
Ensuring we have a clear, structured methodology to our strategy as it relates to marketing spend. Measuring the cost, in terms of time, money and effort, as well as expected ROI on campaigns, to test & learn what should be 'always on', scrapped, or deprioritised.
Questions to Ask
- Do you actually have a strategy in place as a roadmap to success?
- Is there a methodical and logical thinking to the current strategy?
- What do you invest in first, what do you invest in most? And why?
- What is your definition of success for each campaign?
- What measurement principles are in place?
If you can’t easily answer the above
Services we offer:
- Digital Strategy
- Paid Advertising
- SEO
- Ad Suppression
If you can confidently answer then: Move to Stage 3
TRACKING & IDENTIFICATION
FIRST PARTY DATA COLLECTION
In a world where signal loss & data discrepancies have rendered third party data useless, it's critical to begin first party data collection to have accurate visibility on their marketing performance instead of reliance on 3rd parties like Google and Meta.
Focus
Transition from third-party to first-party data and tracking, ensuring data ownership.
Questions to Ask
- Are you still relying on UTMs or clicktags to measure performance?
- Can you tell how much a sale on Facebook cost you?
- Are you experiencing discrepancies in your current data insights?
- Can you accurately track your spending and the performance of marketing mediums at a campaign level?
- Do you have accurate numbers for the cost of cold leads, hot leads, and acquisitions?
If you are not sure, Services we offer
- Attribution model customisation
- Vendor Selection
- CDP tendors
- CDP and data warehouse implementation
- Custom first-party data page creation
- Custom AI software development
If the answer is YES: Move to Stage 4
OPTIMISATION & ANALYSIS
FIRST PARTY DATA MAPPING
Enhance the first-party data journey by tracking user interactions and touchpoints for both known and unknown users. Using federated, compliant first-party identities, we map the entire customer journey across multiple touchpoints. This provides valuable insights into customer behaviour, preferences, and engagement patterns for more effective marketing.
Focus
Accurately determining user journeys and transitioning users from unknown to known states. Knowing exactly how users navigate through our content, what interests them, and where they drop off allows us to tailor our marketing strategies to enhance their experience and drive conversions.
Questions to Ask
- Can you accurately determine a user's journey on your website?
- How many touchpoints do users interact with before converting?
- Can you differentiate between known and unknown users?
- How do you measure and track the journeys of both known and unknown users?
- Can you determine the cost to acquire a customer from each source?
If the answer is NO: Services we offer
- Journey mapping and analysis
- Touchpoint tracking
- User segmentation strategies
- Data integration and management
- Journey measurement and optimisation
If the answer is YES: Move on to Stage 5
ALWAYS-ON DASHBOARDING
LIVE ATTRIBUTION SAAS
(Coming Q4 2024)
Achieve best practice in tracking and analysing every user interaction and journey with a complete SAAS solution.
Focus
Total visibility and control over data and user interactions. Knowing exactly what is working and what is not.
Questions to Ask
Can you pick any user, customer, lead, or person at any point in their journey and tell:
- Exactly how, when and where they found you?
- How much they have cost you?
- How much you are going to make in revenue from that same user?
If the answer is NO: Service we offer
"Christmas" SAAS (Coming Q4 2024)