For example, it doesn’t take into account attribution and synergies between multiple campaigns. Your marketing mix can consist of three campaigns that work together seamlessly, but which are independent of each other on your matrix. One of them could look like a star campaign, while the other two are very clearly dogs. However, deactivating the dogs could weaken your star campaign as well.
Cash cow
You can also draw wrong conclusions if you don’t take attribution into account when qualifying a particular campaign. Suppose you use influencer marketing campaigns to sell goods and you evaluate the journey using last click methods. Then the Yahoo Email List influencer campaigns can look like dogs. In reality, however, these types of campaigns are rarely at the end of your buyer journey and are therefore assigned little value in the last click model of Google Analytics. So the dog label may be the result of the wrong attribution method.
A good example
Finally, be critical. Challenge yourself in your own assumptions and constantly test different configurations of your campaigns. It wouldn’t be the first time we find a neglected dog somewhere at the back of a company’s marketing mix and turn it into a cash cow or even a star. The basics of online marketing in 2 days [Virtual classroom] Do you know all too well that without a marketing strategy, online success will not be forthcoming? And do you want to know more about online marketing?
