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Cross-Channel, Multi-Touch Digital Attribution Tracking Now Available for Higher Education

March 20, 2017 Digital Media Solutions

Sparkroom Announces Attribution Enhancements to Performance Marketing Technology

Ever since the launch of digital media, attribution tracking has centered on the performance metrics of the last click. Although enhanced attribution analysis was desired by most marketers, tracking limitations largely made it a hypothetical practice.

Last-click attribution data, used by the majority of marketers, neglects to report on the impact of top-of-the-funnel branding efforts that can significantly lift the performance of conversion-driving channels. As a result, last-click attribution optimization methods can negatively impact holistic campaign performance.

With features now in beta, Sparkroom performance marketing technology has made cross-channel, multi-touch digital attribution tracking a reality for its higher education clients. The new attribution dashboard within Sparkroom performance marketing technology links third-party data sources (like Google Analytics) with school data sources (like customer relationship management (CRM) software) to combine pre-lead and post-lead data into a single view. Customizable visualizations allow users to analyze the impression-to-enrollment performance for intelligent campaign optimizations.

Cross-Channel, Multi-Touch Digital Attribution Tracking from Sparkroom

 

The new cross-channel, multi-touch digital attribution dashboard within Sparkroom technology allows higher education marketers to visualize the most common student journeys across digital channels and understand which combinations of marketing channels best lead prospective students to inquire, enroll and start. This intelligence can be used to assess the holistic performance of digital marketing campaigns, identify the best channels for each stage of the marketing funnel and better optimize campaigns to maximize return on investment.

Sparkroom also recently announced the addition of inbound call attribution tracking into its performance marketing technology platform. This enhancement integrates call tracking systems to connect pre-lead call data with post-lead data and provide the feedback loop needed to track the performance of inbound call campaigns.

Prior to the introduction of inbound call attribution tracking within Sparkroom performance marketing technology, the tracking of inbound calls was managed through significant manual effort. An inbound call generated from a click-to-call search ad, web page or offline media had to be entered into the CRM by the person receiving the call. As a result, the data was prone to human error. This new feature from Sparkroom alleviates the need for delayed, manual work to match conversions across various systems.

Sparkroom performance marketing technology is cloud-based and helps higher education marketers grow enrollments while controlling the cost of recruitment. The award-winning Sparkroom performance marketing technology gathers, translates and reformats data produced from multiple sources to provide holistic views of enrollment marketing campaigns. Demonstrations of Sparkroom performance marketing technology can be requested at Sparkroom.com/request-marketing-technology-demo.

About Sparkroom

Through the deployment of award-winning technology and services, Sparkroom helps higher education marketers rapidly grow their enrollment volume. Sparkroom marketing technology and services address the full student lifecycle, with a focus on delivering higher-quality prospects and better conversion rates. Sparkroom performance marketing technology integrates campaign data, automates processes based on performance and provides holistic, cross-channel attribution reporting and analytics. Sparkroom enrollment marketing services include demand generation and student recruitment support to manage cross-channel marketing campaigns from strategy to execution to optimization and beyond. Sparkroom enrollment management solutions, inclusive of enrollment management consulting and short-term OPM engagements, layer on operational services for institutions in need of end-to-end support. Because Sparkroom technology and services streamline college marketing and operations efforts, higher education marketers trust Sparkroom to fast track their recruitment success. To learn more about Sparkroom, go to sparkroom.com. Sparkroom is owned by Digital Media Solutions (DMS). To learn more about DMS, go to thedmsgrp.com.

About the Author

Digital Media Solutions

Digital Media Solutions® (DMS), the largest single entry point for martech-enabled digital media distribution, deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses, offer visibility into the customer experience and provide accountability for every media dollar spent. DMS continues to experience explosive year-over-year growth, with continuous recognition on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the 2018 Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. For more information about DMS, visit digitalmediasolutions.com. Keep up with DMS news at insights.digitalmediasolutions.com and connect with us on LinkedIn at www.linkedin.com/company/digital-media-solutions-group.

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