Offline Marketing: New Data & Attribution Strategies for eCommerce Brands with Jo Young, UniFida (episode 214)

by Chloe Thomas

Jo Young is the Managing Director at UniFida, a team of data-driven marketing experts with a focus on attribution, especially matching up offline and online marketing. Jo’s been at the forefront of marketing data analysis since 1995! 

Offline Marketing: New Data & Attribution Strategies for eCommerce Brands with Jo Young, UniFida

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Dive in: 

[04:29] Tracking marketing impact through direct and indirect means. 
[08:53] Traditional marketing measurement uses complex tracking mechanisms. 
[12:47] Measurement complexity, silo breakdown, techniques combination effectiveness. 
[13:58] Integrating all marketing activities for effective attribution. 
[19:27] Factor cost calculations into cross-channel marketing decisions. 
[22:03] Sustainability in marketing is gaining popularity. 
[23:43] Insider Tips from Jo! 

Break Down the Silos 

Marketers used to treat online and offline marketing like separate worlds. Jo argues it’s crucial to see them as one connected system. By combining data from both sides, you can map out the entire customer journey. This lets you see how each touchpoint influences their decision. The benefit? More accurate attribution and a clearer picture of how to optimise your marketing budget across all channels. You can also see the whole marketing budget as one cohesive unit, making sure everything is tracked and measured effectively. 

The Importance of Cost and ROI 

To truly understand how much bang you’re getting for your marketing buck, you need to factor in the costs. This includes not just the immediate costs, but also the long-term value a customer brings. This is especially important for activities that bring in new customers. By comparing costs across different channels and looking at both short-term sales and long-term value, you can optimize your budget and marketing strategy for maximum impact. 

Sustainability in Marketing 

Considering the environmental impact of marketing activities alongside their cost is becoming increasingly important. This approach not only aligns with broader goals but also often reveals budget efficiencies. By reducing wasted carbon, companies can help the planet and save money, creating a win-win situation. 

Listen to hear Jo’s Insider Tips on offline marketing! 

Interview links 

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