How to Implement Multi-Touch Marketing Attribution for Your Childcare Organization
33% of marketers believe attribution is critical.
Your parent journey is filled with various touchpoints that help guide families to enrollment. Understanding how each family found you and at which point they decided to enroll is key to identifying which campaigns are delivering real results for your business.
Without proper campaign attribution, you and your teams won’t know how to increase your ROI or how to duplicate the efforts that are working for your business. This can lead to wasted marketing spend, lost time, and decreased revenue – all of which leads to you having to answer some pretty tough questions from your executive suite.
Skip all the unnecessary stress and improve your marketing efforts by measuring family data from marketing attribution and Urchin Tracking Model (UTM) campaigns.
What Is Marketing Attribution?
The average customer uses 10 different channels to communicate with businesses.
This sounds like a lot, but when you consider that your programs are being marketed to families through channels like these (below), that number appears much more reasonable:
- Childcare listing directories (like Winnie, Kinside, and Care.com)
- Phone calls
- Road signage
- Word of mouth referrals
With so many avenues for parents to hear about and inquire for care, family communications can often get lost or forgotten before your staff ever has a chance to schedule a tour. Fortunately, multi-touch marketing attribution and UTM campaigns help you determine which marketing campaigns are leading to enrollment conversions and keep track of the families coming from all these sources.
Schedule a demo to gain in-depth insight into how and why families are choosing your exceptional childcare organization.
Example childcare marketing attribution path
Types of Marketing Attribution
1) Single-Touch Marketing Attribution
There are two common types of single-touch marketing attribution: first-touch and last-touch. First-touch attribution credits the initial marketing touchpoint that parents view, click, or download as the enrollment conversion. For example, imagine a parent first learns about your childcare business through a Facebook Lead Ad. If they end up enrolling their child for care, the Lead Ad is considered the touchpoint that converted the family. Regardless of how many emails were sent after they saw the ad that eventually led to their enrollment, the very first marketing channel that drove them into your pipeline is considered the reason for that family enrolling.
Alternatively, last-touch attribution gives credit to the final marketing point that a family interacted with before registering for care or enrolling. For instance, a family could originally discover your center through a blog post. They then fill out a form on your website and your team starts sending them email and text drips to get them to schedule a tour. After the tour, they receive an email about what sets your center apart from your competitors with a link to your digital enrollment forms. If they fill out those online forms, the email with the link becomes the last-touch attribution point.
Best Practice: Check Out this Additional Resource
See more ways to strengthen and build your childcare business through efficient marketing tactics.
2) Multi-Touch Marketing Attribution
There are various types of multi-touch marketing attribution. But in general, multi-touch marketing attribution recognizes each touchpoint within your marketing campaigns – from digital ads to print collateral – as contributing factors that led to a family enrolling for care. So, you and your team get a clearer picture of the parent journey and how to optimize your marketing efforts.
Best Practice: Set Up Multi-Touch Attribution with UTM Codes
UTM codes are bits of text added to the end of a URL that help you track where your website traffic is coming from.
With a childcare solution, like ChildcareCRM, you can effortlessly create and track UTM codes to see which leads responded to a given marketing campaign or came from a particular social media platform.
It’s recommended that you include a unique trackable link in each of your social posts that can direct prospective parents to your website so they can learn more about your program, while you get to monitor how effective that post is at driving traffic. You’ll not only know how much traffic came from a specific channel like ‘organic social’, but you’ll also get a better understanding which platforms are performing best (such as Facebook versus Instagram) and which posts are outperforming others so you can replicate high-performing content in other areas.
Why Do I Need Multi-Touch Attribution for My Center?
Multi-touch marketing attribution helps you...
- Visualize the parent journey – see all touchpoints and interactions that led to enrollment
- Identify gaps in your enrollment or marketing efforts
- Gain insight into your channel performance
- Learn more about your parent’s behavior
- Prioritize resources for your most effective channels to optimize childcare marketing
All of this can be done practically hands-free with ChildcareCRM – the ultimate marketing automation platform to grow your childcare organization. Easily understand each family and the level of your enrollment efficiency with ChildcareCRM.
Schedule a demo to gain in-depth insight, optimize ROI, and boost profits.