Marketing

We get individually defined conversions by investing in various digital channels. Rarely a conversion is acquired from the beginning to the end by one marketing activity. The question behind attribution is how you assign credit for a business outcome to the different marketing touchpoints your brand employs taking into account that your customers may experience any combination of marketing channels in their customer journey. The analysis is used for deciding which campaigns and platform should be continued and which should have a diminished or none share in a marketing budget split. When deciding it’s important to have a deep understanding of the effectiveness of each of them in terms of lead generating – multi touch attribution is one of the ways to parse it out.

Optimizing marketing communication in terms of leads generating is of paramount importance for attribution modeling. This is achieved by specific elements of the analysis which encompass effectiveness and efficiency of lead generating increase, by:

• Media mix optimization
• Analysis of seasonality
• Optimization in terms of the 5 below mentioned aggregates (e.g. message, placements)
• Iterative verification of budget reallocations which allow for immediate testing of new strategies