In today’s multi-channel environment, industry analysts estimate that up to 44% of digital advertising spend is wasted due to inaccurate attribution, exacerbated by the shift to privacy-first data models.
Today we explain marketing attribution with a role play. The role playing kicks in at the 90 second mark!
First-party data (1PD) is the data you have collected, you own, and you manage. It represents a direct, trusted, and legally compliant relationship with the consumer, which is why it is now the single most powerful asset in modern marketing.
Owning 1PD freedom to create your own segments and lookalike audiences, unaffected by browser changes.Owning first-party data also gives you the freedom to create your own segments and profiles based on the unique consumer data you have on hand. First-party data is considered to be more valuable and relevant through its specificity and quality compared to second or third- party data.
The Wicked Reports onboarding & consultation process has a goal of ROI on your Wicked Reports investment within 90 days. This goal needs modest effort and focus from both our customer and our team. Our framework has 4 Wicked Success Phases.
One of these marketers understands the value of knowing how long it takes to convert a prospect into a customer. He can market smarter, report results accurately, and get the best ROI,
Understanding how much money your leads continue to spend with you is an extremely important data point.
In 2025, where immediate front-end ROI is often negative, the ONLY way to make profitable scaling decisions is by identifying if Leads found through Source A spend significantly more money faster than Leads from source B. This long-term profitability must dictate your budget allocation.
Knowing and understanding your marketing data helps you:
This last point deserves a bit more attention because it gets to the core of why marketing is so important to your business… effective marketing creates customers and helps your business grow.
Attribution is tricky when it comes to recurring revenue, because is is critical to track lifetime value. This is where Wicked Reports shines! So it’s easy to assume that the last marketing email or online ad is what got a customer to purchase. But you’re probably wrong. Let me tell you a secret: the most important factor is time.
You look in your Shopify app and see that you made a sale. That’s great!
Now you want to do more of what brought the sale in because it worked. Of course, that’s only logical. So how do you bridge the gap between your marketing programs and Shopify data?
But now you ask . . .
Shopify can’t tell you that. Their records are based on last click, which means you see only the last thing a customer clicked on before they appeared in your Shopify store. It’s the final conversion but it’s not the whole story. So how do you bridge the gap between your marketing programs and Shopify data?
Multiple Outreach Programs
After all, we know that customers often don’t buy right away. It can take weeks or even months before they pull out their card and hit Buy. In that time you have probably reached out to them multiple times and in several different ways. You’ve used different messages, tested several offers, and tried discounts. But you don’t know which one worked.
All the data from those programs goes into your CRM but how can you bridge the gap between marketing program and action, prospect and customer, CRM and Shopify to find out which marketing program got you a customer and brought in revenue?
Again, Shopify can’t tell you that.
Tracking the Customer Journey
But Wicked Reports can. In fact, we track the entire customer journey from first optin to last click so we can tell you exactly what brought in that sale to Shopify. Not just the first optin or the last click—you see the precise program that caused your customer to buy.
You can also see where your best customers came from long before they appeared in your Shopify store. Now you can go back and mine that rich source again.
