Saarthee Logo Transparent White
Contact Us

B2B Direct Mail to Digital Attribution Model

Case Study

Background

The company aimed to have a better understanding or attribution of how Direct Mail impacts traffic to Digital, and how cuts/ineffectiveness in DM can cause declines in driving traffic to Dotcom for a proper omnichannel strategy. They want to integrate direct mail efforts with their digital marketing channels to measure attribution accurately and optimize their marketing strategies effectively.

Objective

To build an attribution model for Fortune 50 company measuring the impact of Direct Mail on Digital traffic for omnichannel marketing strategy.

Challenges

Attribution Modeling Complexity

Selecting the right attribution model to assign credit to each touchpoint in the customer journey can be complex, especially when considering the interaction between offline and online channels.

Data Quality and Consistency

Ensuring the accuracy and consistency of data across offline and online channels is crucial for reliable attribution modeling and analysis.

Real-Time Attribution

Achieving real-time attribution across offline and online channels can be difficult due to the delay in direct mail delivery and response tracking compared to digital channels.

Customer Engagement Tracking

Understanding customer engagement with direct mail beyond simple response rates, such as reading time, interaction with specific elements, or forwarding to others, adds complexity to attribution modeling.

Organizational Silos

Overcoming internal silos between departments responsible for offline and online marketing efforts to collaborate effectively on attribution modeling and campaign optimization.

Testing and Experimentation

Conducting controlled experiments and A/B tests to optimize direct mail campaigns and attribution models requires careful planning and coordination across channels.

Saarthee Solution

Created 360-degree tracking of marketing tactic results aligning prospect & customer DM activity to Digital traffic using Machine learning technology to properly assess the true impact of Direct Mail aside from just direct response.

Audience Segmentation and Targeting

  • Segment the target audience based on firmographics, industry verticals, and previous digital interactions.
  • Identified segments of prospects & customers who respond to DM, are driven to .COM via DM, and who do not engage with DM or .COM at all.

Personalized Direct Mail Content

  • Develop personalized direct mail content tailored to the needs and pain points of each audience segment.
  • Measured true response rate of DM and identified the offers/promos that prospects favor.

Multi-Channel Integration

  • Integrate direct mail campaigns with digital channels such as email marketing, social media, and online advertising.
  • Coordinate messaging and timing across channels to create a cohesive customer journey and maximize engagement.

Attribution Modeling

  • Implement advanced attribution models to accurately track and attribute conversions across channels.
  • Learned the behavior and timing of prospects from the time of receiving DM to entering the .COM buy flow.
  • Utilized Machine Learning to identify patterns and customer behaviors in certain geos to optimize DM and better target via .COM.

Response Tracking and Analytics

  • Leverage marketing analytics tools and CRM platforms to monitor digital engagement and track conversions from direct mail recipients.

Dynamic Content Personalization

  • Use dynamic content personalization techniques to deliver targeted digital follow-up messages based on recipients’ interactions with direct mail.
  • Customize email content, website messaging, and retargeting ads to align with recipients’ interests and preferences.

Impact

Identified that DM has a ~20-25% impact on DOTCOM

  • Identified that DM has a ~20-25% impact on DOTCOM and was able to adjust marketing strategy to drive specific segments to .COM with special offers to purchase via DOTCOM for operational cost savings.

Enhanced overall marketing effectiveness

  • By implementing a B2B direct mail to digital attribution strategy, the software company successfully integrated offline and online marketing channels to drive engagement, conversions, and revenue growth. Accurate attribution of conversions allowed for data-driven decision-making and optimization of marketing strategies, ultimately enhancing overall marketing effectiveness.

Get Started

Nurturing Growth, One Idea at a Time

Looking to team up? Connect with us through email or send a line.

Contact Us