HitSearch has won a nomination for Best B2C Marketing Strategy or Campaign at the MiAwards.
The Marketing Industry Network’s MiAwards reward the UK’s best and brightest marketing industries across a variety of different categories. After 5 years the prestigious awards programme continues to recognise achievements in marketing, regardless of the age, size or location of a company; or their marketing speciality.
It is a reward for HitSearch after the company developed an innovative attribution modelling system; used to revamp their reporting infrastructure and highlight new opportunities for clients.
Attribution modelling involves studying the ways in which the various sources of traffic to a website influence one another, in order to more accurately assign values to each source. It became apparent that online shoppers would visit a retail site multiple times before making their purchase. What’s more they would arrive by different methods, from natural search listings and PPC links to articles and direct traffic.
In order to accurately credit each source with a value in attracting paying customers, HitSearch would need software to analyse traffic patterns and record visitor journeys to and from the site; so the company built their own.
The insight that HitSearch was able to achieve quickly benefitted their clients. One B2C client in particular, online fashion store Chums, saw month on month website revenue increase by 27% despite the most turbulent conditions in the history of search marketing.
Several highly publicised Google updates, in the past few years, have closed off a number of short cuts that had benefitted SEO agencies; and allowed webmasters to earn high search rankings on the basis of suspicious link profiles or site content which was high on keywords but low on quality.
With SEO proving a greater challenge than ever before, it is necessary for businesses to make the most of all traffic sources. Attribution modelling is an integral part of this.
After the MiAwards nominations were announced, Andrew Donaldson, Director of HitSearch said: "We’re delighted to be shortlisted for the MiAwards in the Best B2C Marketing Campaign or Strategy category. We’re certainly in good company; with so many large and prestigious agencies in the running.
"It’s fantastic that the work we’ve done developing our own attribution modelling system has been recognised by the Marketing Industry Network. The online marketing industry is more challenging than ever before, but that’s what we love about it.
"We’ve changed the way we run campaigns from the ground up, because the best way to get results is to have a comprehensive understanding of every traffic source and not simply focus on quick SEO or PPC gains, which might ultimately be short lived."
Find out more about attribution modelling and other HitSearch services with a visit to http://hitsearchlimited.com/.