Tackling Marketing Pain Points in the Online Betting Sector: The Attribution Dilemma
The online betting industry is constantly evolving, presenting marketers with unique challenges when it comes to promoting their offerings and measuring success. One of the key pain points for this sector is the heavy reliance on click-based attribution, which can limit the understanding of a campaign's true impact. In this blog post, we'll explore the current challenges faced by online betting marketers and how alternative attribution methods can provide a more comprehensive view of campaign performance.
The Limitations of Click-Based Attribution in the Online Betting Industry
Click-based attribution may seem like an intuitive way to measure the success of online betting campaigns, but it comes with its own set of limitations:
Click-based attribution often credits the last-clicked ad, disregarding the influence of other touchpoints in the customer journey. This can lead to a skewed understanding of which channels are driving conversions.
Brand awareness campaigns often play a crucial role in driving long-term customer engagement and loyalty. However, click-based attribution may not accurately capture the true value of these branding efforts, as they often lack immediate conversions.
Some customers may convert after seeing an ad without clicking on it. Click-based attribution doesn't account for these view-through conversions, leading to an incomplete picture of a campaign's success.
Embracing Alternative Attribution Models for Better Insights
In order to better understand the impact of their marketing efforts, online betting marketers should consider adopting alternative attribution methods, like the ones presented by ThumbAd. Their approach to attribution combines both click and view-through data to provide a more accurate representation of a campaign's performance.
By incorporating view-through attribution, marketers can capture the value of ads that are seen but not clicked, resulting in a more complete picture of their campaigns' effectiveness. This holistic approach enables marketers to optimize their strategies and allocate resources more efficiently.
Conclusion: Unlocking the Full Potential of Marketing Campaigns in the Online Betting Industry
By moving beyond click-based attribution, online betting marketers can better understand the true value of their marketing efforts and tackle industry-specific pain points. By leveraging the insights provided by companies like ThumbAd and their innovative approach to attribution, marketers can unlock the full potential of their campaigns, making data-driven decisions to optimize their strategies and achieve long-term success.
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