Integrating Incrementality Measurement Part 3: Q&A Panel
At our recent NYC event, “Connect the Dots: Converting Offline Activity into Incremental Growth”, five panelists from ATI Physical Therapy, Google, Rise Interactive, and Invoca gathered together to discuss their expertise on how to leverage strategic partnerships and streamline your tech stack. The panelists were:
- Brett Groom, ATI Physical Therapy (CMO)
- Ming Chan, Google (Measurement Lead)
- Natalie Scherer, Rise Interactive (SVP, Marketing)
- Ashmita Chatterjee, Rise Interactive (VP, Account Management)
- Lyndey Brock, Invoca (Director, Account Management)
When it comes to securing incremental growth for your brand year after year, careful consideration of the best marketing strategies and partners for your brand goals is crucial. These resources will allow you to gather granular data at scale, with cross-functionality in mind from start to finish.
Following a live case study presentation on how ATI successfully integrated their offline and online data, Natalie Scherer opened the panel by cutting right to what many brands struggle with — how to determine which partners to invest their dollars in. ATI CMO, Brett Groom, shared what options he would advise other marketers to consider, using the example of ATI’s decision to bring on Invoca as a partner.
“In the case of ATI, it was clear that our call channel was a big opportunity to close the loop on what data we were tracking, and how. We needed a partner that could provide those capabilities…and therefore identified strategic partners who could track those leads,” said Groom.
“If you can strategize with a partner in a way that’s integral to the customer journey, and helps build a better understanding of your marketing funnel, it ends up being worth every penny. It builds organizational confidence and gives your brand information on how to maximize your spend.”
With the growth of omnichannel marketing and the need for a seamless consumer journey, marketers have ample opportunity to consider all digital touchpoints when building an optimal approach. This focus on multi-touch attribution and planning is poised to only grow in the coming years.
Ashmita Chatterjee from Rise Interactive then shared her insights about how Rise manages this process as a digital marketing agency for brands across industries.
“It’s top of mind for our clients to create interactive, immersive and engaging experiences for their target audiences. They want to tap into holistic activity and feed that into strategic decisions,” said Chatterjee. “In the case of one of our premiere healthcare clients, their primary source of driving appointments is calls, and being able to track that offline data allows us to create a successful closed-loop experience for their customer base.”
Invoca’s Lyndey Brock discussed how Invoca is taking multi-touch attribution one step further, and not only providing marketing attribution data through offline to online integration, but also adding solution capabilities like voice analytics to their portfolio. This tool will help companies determine how employees are handling phone calls and what part of that interaction is or isn’t powering conversions.
With any partner integration, it is always important to mindfully choose where to focus. Ming Chan highlighted this, especially with the vast variety of Google integrations available, from SA360 to Campaign Manager.
“There’s many components to data-driven attribution, which means we need to think past just automation in a vacuum. How are we automating, and what is the end goal,” said Chan. “This is how you achieve sustainability as you gather and analyze data.”