Question: If you execute an email mail/holdout test, and you learn that 20% of paid searches stop happening if email marketing is discontinued, what should you do?
- Spend more on paid search because paid search helps make email marketing look better.
- Attribute 20% of all paid search demand to email marketing.
- Measure all paid search demand and paid search clicks and paid search costs associated with the clicks back to your email marketing program, based on the results of the mail/holdout test.
The answer is an easy one, isn't it?
The answer is (3).
And if I ask 100 readers how many actually execute (3) above, I'll find that fewer than 5% do the right thing.
Your attribution work must attribute demand, clicks, and costs back to email marketing, should you learn that email marketing causes customers to perform more paid search clicks.