Media fragmentation is increasing, the digital space is constantly evolving, and multi-screen interactions are changing consumer behavior
Marketers face the challenge of deciphering the role of each channel in the consumer purchase decision. Managing marketing in silos is no longer effective. Consumers are exposed to multiple online and offline channels and interact with Paid, Owned and Earned Media, often across multiple devices (computers, tablets, mobile). In order to optimize marketing spending, the individual impact or ROI of each channel needs to be understood in relation to the role it played in the consumer buying decision and the complete path to conversion.
Our Cross-Media Attribution Analysis provides a full view of ROI, including online and offline interactions. It allows for optimal cross-channel spend allocation (e.g. Search vs. Display vs. TV vs. Mobile vs. Promotions, etc.), and in-depth recommendations within each channel (e.g. Search by keyword, Banner by site, creative, size, etc.)
Overall Sales Contributions
Digital Sales Contributions
Detailed Digital Attribution
% of Total Sales Driven by Tactic
% of Digital Sales Driven by Tactic
% of Digital Sales Driven by Tactic & Execution
Analytic Partners’ Cross-Media Attribution Analysis delivers accurate credit to each media channel
Analytic Partners Cross-Media Attribution solution involves innovative modeling that directly links comprehensive Marketing Mix Models with Digital Attribution insights. Our approach delivers a complete view of the customer path to conversion, while providing a big picture view of the interactions across channels and the impact that they have on each other. This allows for accurate attribution; eliminating double counting due to ‘last click’ or isolated channel measurement.
Our Cross-Media Attribution models apply an algorithmic approach. Models are data-driven and custom-built for the defined project scope, data availabiity, and client-specific business objectives. By incorporating all possible drivers, including online and offline media, other marketing, and external factors such as seasonality and competitive actions, we are able to effectively capture the true drivers of ‘incremental’ sales.
Unlike other solutions, our approach delivers the ‘incremental’ ROI of each channel in the context of the full marketing mix. This allows for more meaningful recommendations on the optimal expenditures for each channel and opportunities to achieve higher ROI, increased share, and improved sales, revenue and profit.
We answer your questions:
- How much is each channel impacting sales?
- What is the optimal spend allocation across our online and offline marketing channels?
- How is our offline marketing impacting online, and vice versa?
- What is the optimal timing of activities, given factors such as cross-channel synergies, seasonality, and competitive tactics?
- Are there any opportunities to improve execution by DMA, by customer segment?
- How can we optimize the sequencing of messages across Social, Display, Paid and Organic Search?
- What is the ROI by different match types (Exact/Phrase/Broad)?
- What are the most efficient Display Ad formats, websites, and sizes?
- How effective and efficient are our retargeting efforts?
- What are the marginal returns on our investments?
- What is the optimal number of ad exposures?
- What is the frequency cap by website genre?
Our customized approach goes beyond measurement in silos and ‘last click’ to more completely and accurately capture all sales drivers
As data has become more robust, and detailed cookie-level data and pixel tracking has become more prominent, the ability to capture both the direct and indirect impacts of digital marketing and other cross-channel tactics has greatly improved. Through advanced modeling techniques, Analytic Partners is able to link consumer purchase decisions back to the ‘indirect’ stimulus to capture the ‘true’ influencer of conversion. This approach has proven valuable to eliminate last-click attribution bias. Our attribution models not only isolate the influence of each digital tactic on sales, conversions or other KPIs, but they also reveal how other marketing efforts such as TV, Print, Outdoor, Radio, PR, Sponsorship, etc. have influenced the purchase decision. In addition, our approach also controls for non-marketing drivers, and therefore delivers the true ‘incremental’ ROI of each activity.
Our approach delivers actionable recommendations on the optimal cross-channel mix (e.g. Search vs. TV) as well as the optimal intra-channel mix (e.g. Display Ad by site or Search by keyword). The complementary insights from Marketing Mix Models and Digital Attribution Analysis deliver a holistic assessment to inform business planning strategy.
Analytic Partners works with you to implement analysis results into future marketing plans. We have a great deal of experience in developing test and learns, tracking and measuring the impact of various scenarios and adjusting plans accordingly. Simulations and optimization capabilities can be provided as part of our consulting support, or through our GPS platform.
While your competitors continue to measure individual channel success in silos or via last-click methodologies, Analytic Partners cross-media attribution will provide you with the tools to more confidently and accurately reallocate budget to deliver the best returns and drive competitive advantage.