Cubed Multitouch Attribution
Making marketing make sense
Cubed's powerful neural network groups insights and tools into just three core 'universes': Channels, Content & Customers.
By looking at your marketing effectiveness through these three lenses (not just the usual channel-only views) you gain a deeper understanding of the real drivers of performance.
It's not just about how many people you acquire. Who they are, what they are looking for and what they do when they arrive on your site provides equally powerful insight.
Channels
Multitouch attribution of your marketing channels, campaigns, keywords and more.
Channel attribution is as far as most businesses take their analytics. If all you want is a clean and simple view of your channel effectiveness, Cubed has you covered. Our propensity-driven, multitouch attribution (MTA) model will identify limitations in your current methods, enabling you to move activity further up the consideration funnel and more confidently invest in those hard-to-track, brand engagement channels.
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However most businesses find in time that this level of insight is not enough. Combining this channel view with a sense of the content that people are engaging with and the type of user they are opens up a whole new world of available insights.
Content
Multitouch understanding of your best and worst performing pages, assets & content
On a good day your site may see a conversion rate of, what? 4-5%? Does this mean that 95% of the traffic arriving on your site that day was wasted? Or is it more likely they are simply partway through their decision process and therefore progress towards purchase is a fairer measure of that session?
By evaluating each user's propensity to complete each of your predefined goals, whilst also capturing every page they visit and what they do when they get there, you can create a range of powerful new views of onsite behaviour.
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The page that is confusing everyone and causing them to drop out of the consideration funnel? Find it and fix it. The copy block that is serving up the perfect message on your value proposition? Find it and shamelessly replicate it everywhere else your site. What about the beautiful landing page you spent weeks creating but no one ever sees? Find out where they are going and how you can best nudge them back onto the desired path.
Customers
Why understand your customers if you can't then communicate with them better?
Cubed has been developed by real-world digital marketing 'doers' to be a genuinely actionable insights tool. Every business has data, some manage to convert this into insights, but very few businesses are able to derive tangible everyday things they can do to make their marketing better.
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Enter propensity, the ultimate driver of decisions. We can stop looking back at what worked (or not) and start looking forwards as to what will work (or not!).
By providing these leading indicators, Cubed gets you to tangible actions that you can take faster than other tools, with clear measurability. Better yet, slow-burn channels such as SEO and ATL see their results sooner - even if the sale goal hasn't yet been completed, you would see the shifts in propensity much much sooner.