Why does your #DirectTraffic deserve a closer look?

"Folks don't just find a website directly and sign up." - Matthew Seeley, SVP Performance

Is your attribution model hiding your true marketing heroes? The rise of 'direct' traffic might be telling us it's time to rethink how we measure success. #AskNative

#MarketingStrategy #Attribution #PerformanceMarketing

Full transcript:
We've kind of for years turned a blind eye to direct traffic and some of like the not set type attributes because we're so used to this like multi click attribution model and if there's anything that is dead on arrival, it isn't multi click attribution and we are seeing so much more of an increase and like, we don't know where this lead came from. It came in via direct. Folks don't just find a website directly and sign up. They've heard about us elsewhere, they've got a referral from a friend or they drove by a store. And this idea of let's not just invest in what's working, but also try to invest in understanding what's working as well because a lot of our brand awareness is working and we don't invest in it because we don't understand how it's working. We've never bothered to model it out and create an attribution model that's a no touch attribution model or no click attribution model.