Effective attribution requires more than just looking at the last channel a customer interacted with before making a purchase, but attributing a sale to multiple touchpoints is easier said than done. Data isn’t perfect, and assigning weight to individual engagements isn’t an exact science, so solution flexibility is key. Melissa Studzinski, head of customer engagement and loyalty at flash sale site Rue La La, spoke with eMarketer’s Maria Minsker about why the company opted for an in-house attribution tool.
eMarketer: How effective is your brand at measuring campaign and channel effectiveness?
Melissa Studzinski: We are focused on giving our members an omnichannel experience, but our measurement of that experience isn’t perfect yet. We talk to our customers all the time. We look at customer satisfaction scores, we conduct focus groups and we do regular surveys. We want to know what’s missing from customers’ experiences, our product line and our sales approach, but measurement and attribution are by no means perfect yet.
eMarketer: What are some of the biggest challenges you’re facing with measurement?
Studzinski: Look at a channel like email, for example. You know who you sent it to, and you know who opened it. But even metrics like that aren’t perfect, because not every browser records every open. Plus, if someone is viewing a message on a mobile device and their signal isn’t great, then we might not capture that click. Brands are constantly losing data fidelity. That’s why it’s important to monitor trends over time, whether that’s visitation metrics, sales metrics or customer satisfaction metrics.