It can be a tricky thing to know how to allocate your budgets on various channels. In this article, we highlight the importance of harmonizing your channel strategy.
Generally, marketing managers receive reports and budget proposals from their agencies or in-house teams. It can be difficult to know who to give the biggest budget to. Maybe they just give it to the one who shouts the loudest or the one who show the fastest results?
This model helps you implement an optimization technique to your channel portfolio by visualizing different ROI levels per channel, according to your chosen attribution model. The recommendation is to strive to harmonize ROI levels so that no channel is under- or over-utilized.
ROI uneven per channel which is a symptom of allocating your budget in a less optimal way! 😟
ROI is properly harmonized across channels, meaning a maximum ROI on the total budget! 👏🏻
Important to have in mind:
This tactic rests on UTM links. Urchin Tracking Module (UTM) allows us to tag, track and compare traffic from different campaigns. You can create UTM links here! It is very important that the marketing team or you as a marketer are consistent and thorough with your UTM structure.