Attribution University

Need education around marketing attribution? We have you covered.

Written by Rick O'Toole
on November 11, 2021

We’re excited to announce the launch of New Visitor Analytics, Rockerbox’s latest solution that enables marketers to make better, faster investment decisions to increase brand awareness and reduce acquisition costs.

Instead of having to rely on siloed vendor reports or incomplete web analytics, now marketers gain exceptional visibility into the initial acquisition sources that impact the top-of-funnel.

Introducing New Visitor Analytics

Use Rockerbox New Visitor Analytics to see all the online and offline marketing that brings people to your website for the first time.

 

What Are New Visitors?

For marketers to be successful, they need to quantify which channels and campaigns exposed a customer to their brand and how much it cost to acquire that exposure. 

Approximately 65% of users that arrive on a DTC brand’s website are “new visitors,” meaning they had limited interaction with the brand prior to landing on the website. To understand what marketing to invest in to find new customers, DTC brands need direct insight into what channels are driving new customers and how much it costs to get those customers to arrive on site.

 

Marketing Insights diagram

Gain access to marketing insights across the entire funnel, not just the last click to conversion.

 

Why It Matters: The Pandemic, Privacy and Performance

According to Gartner’s CMO Spend Survey 2021-2022, the impact of the global COVID-19 pandemic caused marketing budgets to fall to their lowest levels in recent history, dropping to “6.4% of overall company revenue in 2021, down from 11% in 2020.” 

In this environment where budgets have not recovered, many marketers are often forced to cut spend on brand awareness campaigns due to higher difficulties in measuring their performance. 

And even if your business is thriving right now, these tough decisions on where to invest your resources are made even more difficult when you consider how marketing spend is evolving due to changes in consumer behavior, data privacy and web analytics:

  • Social spend is going to be more fragmented because TikTok, Snap and Pinterest are going to continue to eat into the social budgets of Facebook/Instagram
  • It is becoming increasingly easier to buy other marketing channels, such as streaming video, linear TV, direct mail, and OOH
  • This channel diversification has led many marketers to question what is truly driving top-of-funnel traffic since reporting from a single platform is no longer sufficient to understand the cost of a new prospective customer

As one of our customers puts it:

Visibility into the sources of our website visitors is crucial for our e-commerce sales. Every dollar we spend driving awareness needs to have a solid return on investment for us to continue allocating resources to those channels. New Visitor Analytics from Rockerbox provides transparency, which in turn allows us to make business decisions based on real data.” ~ Mehtab Bhogal, CEO of Sola Wood Flowers

 

Why Other Analytics Tools Can’t Cut It

Legacy site analytics aren’t set up for the challenges that the increasing fragmentation of marketing spend represents (and, frankly, this isn’t the problem they were designed to solve).

Traditional tools used to capture site-visitor information, like Google Analytics, can only report out on marketing channels at a high level and do not include the granularity of detail needed for today’s brands, especially as it relates to spend.

Tools used to evaluate platform-specific traffic, like Facebook, may include better granularity but are siloed to the single platform and provide inconsistent reporting that have degraded trust with advertisers.

Not to mention, once you have reached the marketing inflection point and are expanding your media mix beyond Google, Facebook and the like, your analytics needs become more complex and sophisticated as you test into upper-funnel and offline channels.

So if these analytics tools can’t cut it, what’s the alternative?

 

The Path Forward for Brands

Ultimately, a DTC brand is valuable because it is the creative expression of the company. Marketing is what differentiates companies today, and thanks to the rise of social media and the accessibility of e-commerce platforms like Shopify, it’s easier than ever before to enter the market and capture new audiences. 

However, because there are fewer barriers to entry, there is no technology moat in e-commerce protecting a DTC business—their success or failure is primarily determined by its ability to build a brand that resonates with its customers and spread that message to its customers.

As marketing measurement becomes increasingly focused on first-party data, brands will need the right tools and infrastructure in place to make data-driven marketing decisions that are collected on their behalf.

Fortunately, with modern, unified solutions like Rockerbox, marketers can better understand top-of-funnel traffic and invest in marketing channels that further the distribution of their brand to their target audience.

 

New Visitor Analytics: Overall Breakdown

New Visitor Analytics shows an overall breakdown of your brand’s total new visitors, as well as channel-specific details about pageviews, bounce rate, spend and cost per visitor.

 

The Rockerbox Solution

With Rockerbox’s New Visitor Analytics, you can now:

  • Accurately measure the marketing that is effectively reaching new people and bringing them to your website
  • Use a unified view across all your marketing—digital, social, organic, TV, OTT—to accurately attribute the right channel
  • Know how much you're spending per visitor, and how engaged those visitors are once they land on your site
  • Quickly identify campaigns that are not performing efficiently and make decisions based on data while users are still at the top of your funnel

With New Visitor Analytics, Rockerbox combines first-party data tracking and robust identity resolution to determine which channels and campaigns are driving the most net-new traffic. For more information on how you can leverage New Visitor Analytics, check out our help doc.

 

New Visitor Analytics: Top Performers

Want to know which channels are your top performers? Find out with Rockerbox’s New Visitor Analytics 

 

Get an Exclusive First Look

Want a behind-the-scenes tour of all that New Visitor Analytics has to offer? Join our upcoming webinar, hosted by Rockerbox Head of Product, Sameen Karim, and Head of Marketing, Alyssa Jarrett.

With Black Friday right around the corner, we’ll be discussing how DTC brands can find out which marketing channels are driving the most holiday shoppers to your website for the first time and how Rockerbox can accurately measure the online and offline marketing that is bringing new people to your brand. Save your spot and RSVP today.

Can’t make it? We’ve got you covered—simply sign up for a one-on-one demo to learn how Rockerbox can help your brand measure the true value of your top-of-funnel marketing.

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