Scoring Big with Marketing Attribution: How Ads for the Big Game Prove the Power of Data-Driven Campaigns

The Big Game is more than just a football game; it’s the pinnacle of advertising, where brands pull out all the stops to capture the attention of millions and spend millions to do so. But with such high stakes, how can companies ensure their multi-million dollar investments are paying off? Every big brand marketer’s nightmare is walking into the boardroom to justify how their TV commercial performed, until now.

Enter marketing attribution powered by Flowcode—a powerful end-to-end tool that helps brands understand the true impact of their Big Game ads and optimize their campaigns for maximum ROI.

What Is Marketing Attribution?

Marketing attribution identifies which marketing channels and touchpoints contribute to conversions and other desired outcomes. In the context of advertising around the Big Game, it means understanding the influence that your $6 million, 30-second ad has on driving website traffic, product purchases, or brand awareness.

The Unique Challenges of the Big Game Marketing Attribution

The challenge? The Big Game is a unique event where the customer journey is often complex and multifaceted. Consumers might see your ad on TV, hear about it on social media, engage with it via a branded hashtag, and finally make a purchase days or even weeks later. Without proper attribution, it’s nearly impossible to know which touchpoints were most effective.

The Big Game ads are a marketing anomaly. They’re one-time, high-impact events that require a nuanced approach to attribution. Traditional last-click attribution models—where the last interaction before a conversion gets all the credit—fall short in this scenario. Instead, brands need a more comprehensive view of how their ad influences the entire customer journey.

Here are a few key challenges brands face when attributing value to the Big Game ads:

1. Measurement of Intangible Outcomes: Quantifying the impact of the Big Game goes beyond tracking immediate sales, as many of these campaigns aim to build brand loyalty, evoke emotions, or enhance brand perception. These intangible outcomes are challenging to measure and often require advanced attribution models to connect them to financial metrics.
2. Delayed Conversions: The impact of the Big Game ad isn’t always immediate. Consumers might take days or weeks to act, making it difficult to track which conversions are directly tied to the ad.
3. Brand Awareness vs. Direct Response: Many of the ads for the Big Game are geared more toward building brand awareness than driving immediate sales. Measuring the long-term impact of this awareness requires advanced attribution models that go beyond simple conversion tracking.

Using Flowcode to Track the Big Game Ad Performance

One of the biggest challenges with the Big Game is bridging the gap between traditional TV and offline channels. This is where Flowcode comes in. Flowcode’s QR technology allows brands to create unlimited, dynamic QR codes that can be placed on Big Game ads, making it easier to track and measure the impact of your campaign across unique assets and placements.

How It Works:

• Seamless Engagement: By scanning the QR code directly from their TV screens, viewers are taken to a customized landing page, product page, or promotional offer, making it easy to track immediate engagement and the actions taken when engaging with the ad.
• Real-Time Data: Flowcode provides real-time analytics on scans, allowing you to see how your ad performs as it airs. You can track where, when, and how often your code is being scanned, giving you valuable insights into consumer behavior.
• Cross-Channel Attribution: Integrating Flowcode with your CRM and other marketing tools allows you to track the entire customer journey—from the initial scan to the final conversion—enabling more accurate attribution of value to your Big Game ad

Ads for the Big Game represent a major investment, and ensuring you’re getting the most bang for your buck is essential. By leveraging modern marketing attribution models and tools like Flowcode, brands can clarify the impact of their ads and make data-driven decisions that drive results when deciding next year’s big game plan.

As the Big Game approaches, now is the time to fine-tune your attribution strategy and prepare to track every touchpoint. After all, in advertising during the Big Game, understanding what works—and what doesn’t—can be the difference between a touchdown and a fumble.

Win on Game Day with Flowcode

Ready to take your marketing attribution to the next level? Contact Flowcode today to learn how our QR technology and advanced analytics can help you score big with your next campaign.

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