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e-Commerce Marketing: Make the Right Channel Choices and Increase Your ROI

How e-commerce companies can leverage attribution models to increase their ROI.

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Today, people can buy almost anything online – day and night. Your marketing activities can influence their purchases. As a marketer, there are thousands of channels within your reach. The big question is which ones do you choose? Which will create the optimal user journey to enhance your ad spend performance?

The fact is, there is no ‘one-size-fits-all’ set of channels that works for every business. With thousands of channels at your disposal, filtering through all your options and deciding which are worth allocating your marketing budget to can be challenging. As you may already know, not all channels suit every audience or serve the same purpose. However, the potential to reach new customers is substantial. According to the latest research by Statista, global retail e-commerce sales are projected to grow to 5.4 trillion US dollars in 2022, meaning your marketing efforts can have a significant business impact.

Marketers in the e-commerce environment tend to stay within the digital ecosystem because it is familiar and measurable. For quite some time, they have tracked users online and influenced their behaviour with targeted advertising. Below, you can see the channels with the strongest focus points:

The visual illustrates a simplified hierarchy of Channels, dividing them into four primary categories with examples:  Marketplaces:  Examples: Amazon, Etsy, eBay. Represents platforms where products are listed and sold directly. Social Commerce:  Examples: Facebook, Instagram, X (formerly Twitter). Represents social media platforms used for marketing and selling products. Search:  Example: Google. Represents search engines driving traffic and conversions through search ads. Affiliates:  Icon-based representation of individuals or entities. Represents partners promoting products/services for a commission. This visual highlights the key channels available for businesses to distribute and market their products.
Commercial channels for e-commerce dashboards

However, managing a multi-channel e-commerce strategy can be time-consuming and challenging. That is why Objective Platform designed a solution to help you gather, analyse and make effective decisions across all channels and touchpoints throughout the user journey. As a result, your department can make a real difference to the company’s revenue and increase its ROI in marketing efforts.

We help partners increase their ad efficiency (ROI) approximately with 8% -15%

Gather data in a single platform

Running omnichannel campaigns involves managing different data sets. Marketers often analyse the performance of each channel on separate platforms, which is time-consuming and requires manual effort. Objective Platform brings together all data sets across channels into a single, accessible platform.

The first layer of our platform – the Data Layer – fully integrates and connects all relevant data sources and marketing platforms into a single source of truth. But that is not all. Unlike other models, it performs intelligent checks to validate data quality and restructures data when necessary. Additionally, advertisers can use various plug-ins, such as Facebook, Affiliate Networks and Display. This provides both a holistic overview and detailed insights into all channels.

Attribute value to your marketing activities

Each channel measures performance using its own KPIs. So, what do you do when you need to combine results from omnichannel campaigns?

Last-click measurements, for instance, cannot reveal the true value and contribution of each channel. Sometimes, consumers are influenced by online ads but ultimately make their purchase offline – just one of many cases that complicate performance tracking. This does not mean your marketing activities are not worthwhile. Our Unified Measurement Framework brings you closer to an accurate understanding by providing a clear estimate of each channel’s contribution to the conversion rate. Based on these insights, displayed in user-friendly, customisable dashboards, you can create a monthly budget plan using our media optimisation tool and share it with stakeholders.

“The fact that we can look at our performance across the funnel and different touch points enables us to optimise our strategy and media spend – anytime and anywhere.” – Joris Steenvoorden, Media Manager T-Mobile Netherlands

Advertise without relying on third-party cookies

Our marketing model goes beyond the Marketing Mix Model or Multi-Touch Attribution model by collecting granular, first-party data entirely independent of third parties. This enables our advanced model to adapt to a world without cookies and an ecosystem with increasingly stringent GDPR regulations. For e-commerce activities, this presents a significant competitive advantage. If retailers lose the ability to create user personas due to a ban on third-party cookies, how can they ensure they are targeting the right audiences in their campaigns? This is why we developed a sophisticated model to provide:

Want to learn more about how we can help you plan, optimise and monitor brand and performance marketing activities across all channels, driven by actionable data insights?