How to Tie Local Marketing Spend to In-Market Dates for Better Results
With the increasing variety of local marketing campaigns and tactics available to brands and their channel partners, one piece of data — in-market dates — plays a particularly key role in partner marketing attribution. In-market dates refers to the range of time that reflects the beginning and end of a marketing campaign or activity. Tying that data to local marketing performance, within a marketing analytics dashboard, helps brands identify when leads are converting and which messaging helped achieve those conversions in local markets. Let’s take a closer look at how this works.
Generally, the budget that is spent on a local marketing campaign is associated with the date of payment for that advertising tactic. But if payment is made well in advance or has no link to in-market dates, there is a disconnect in understanding the results the campaign is yielding. SproutLoud’s partner marketing attribution model solves for this by providing insight into a local partner’s campaigns with emphasis on the following key points:
- In-market dates
- Cost attribution
- Conversion attribution
So why does this matter?
Brands need to understand how channel partners are spending Co-Op Advertising dollars, what kinds of local marketing campaigns they’re running, and when those campaigns are in market. Tying all of that information to the subsequent local marketing performance data for each marketing campaign gives brands more relevant and valuable insight. This positions brands to be better informed about how to improve or fine-tune marketing strategy for the next quarter or next year. Whether a local partner is participating in a one-time direct mail order or a long-term digital ad campaign, the in-market dates provide a key piece of the puzzle in determining performance success directly tied to the “calls to action.”
Now, the cost attribution feature brings us back to our earlier point that campaigns were previously associated with their payment date. With the SproutLoud Distributed Marketing platform, the cost of the campaign can be associated with its corresponding marketing tactic and in-market dates, even if the payment was processed weeks prior to the activity launch.
In terms of conversion attribution, channel partners have the ability to reference the in-market dates of a marketing campaign to attribute calls, web leads, and even in-store visits to a specific campaign or ad based on its in-market dates.
This model is especially relevant when different marketing campaigns are being utilized by the same channel partner. It allows brands and their partners to identify which ads and which messaging resonated with local consumers and which did not. If a channel partner runs Facebook ads for a few months, then switches to local paid search ads (or PPC ads), we have the ability to measure local marketing performance on a per-campaign basis and accurately attribute leads, calls and other results to either the Facebook ads or the local paid search ads, in this particular example.
Brands can use this insight to plan for quarterly and yearly campaigns and to strategize how to best allocate Co-Op Advertising funds and marketing budgets at the local and national levels. Overall, this partner marketing attribution model is a game-changer for both channel partners and brands that want a better understanding of which marketing campaigns and ads work best in specific local markets. Whether the goal is to increase brand awareness, to drive traffic and sales, or both, it’s vital to understand what’s working and what’s not. This level of insight helps brands invest in the local marketing campaigns, ads and messaging that will achieve better results.