You'll set up Attribution and Segment to access various user properties in Segment & Engage, located here.
These Attribution properties can help you with a variety of different use cases, such as updating Google Bidding based on the performance of Google Ads in Attribution.
Another use case for bidirectional integration is combining marketing data with product analytics tools. This could include identifying customer profiles with quick onboarding or activation, as well as analyzing pipeline metrics and marketing touchpoints at various stages.
Additionally, you can set up segments within Engage based on marketing touchpoints and LTV (Lifetime Value). This allows you to create audiences for retargeting users on their preferred ad platform, based on a Linear attribution model for those who have signed up but not made a purchase. You can also create a look-alike audience based on the highest LTV customers determined from both revenue and paid advertising costs.
For this recipe, we will focus on retargeting ads to users on the ad platform they have clicked on the most.
Step 1: Connect Segment & Attribution
If you do not have an Attribution account, please reach out to firstname.lastname@example.org.
If you already have both a Segment and Attribution account, set up Attribution as a source within your Segment account. Navigate to Connections > Sources, add a source, pick Attribution from the catalog, and then enter the data to link your Attribution account to your Segment workspace. You'll need the project ID from your settings > Instruction page.
For the bidirectional integration, head over to Settings > Conversion Integrations > Segment Reverse, and enter a write key from your Segment Settings page.
Step 2: Create audiences in Engage
Once the data is sent from Attribution to Segment (every night at 2:00 am ET), you'll be able to see the user traits labeled with "atb_".
Filter users who have not completed the signup event or conversion event. Then, segment based on the "atb_attribution_percentage" with the largest value.
Push these users' emails into the various ad platforms for retargeting ads.
Step 3: Monitor the retargeting ads in Attribution
As the retargeting ads are being run, you can monitor their performance in Attribution. Navigate to the campaigns in the dashboard using a Linear, Time Decay, or Last Touch model.
Linear can be used to see how they are performing along with the rest of the touchpoints. Time Decay would give you a better understanding of how they ultimately convert users. Finally, Last Touch would provide an apple-to-apple comparison to other bottom-of-the-funnel campaigns.
Here's what we've accomplished in this growth recipe:
Set up Attribution's bidirectional Segment Integration
Created retargeting audiences
Determined the most interacted ad platforms for the audience
Monitored the performance of the retargeting ads