A lot of marketing investment is wasted.  And surprisingly to a lot of people, much of the wasted investment is in digital media. Why? Because of misattribution. The over-measurability of digital media makes it easy to build reports that show its effectiveness. But digital media often targets events that were already going to happen and then claims to be the cause of those events. This is not incremental sales growth, it is static sales conversion.

Static sales conversion does not grow brand’s commercial metrics.

MarketingIQ’s purpose can be summarised in the following case study:
  1. The consumer owns an old vacuum cleaner that is performing poorly
  2. The consumer enters a latent information gathering stage where they subconsciously look at alternatives
  3. They see a TV / AV / YouTube ad for Dyson vacuums
  4. The consumer does nothing 
  5. But… the ad has made an impression on the consumer
  6. A week later the consumer visits a friend who has a Dyson  – the friend extols its virtues
  7. The next day the consumer sees a Dyson influencer ad in their Instagram feed
  8. The consumer follows a link and signs up for more information by email
  9. The next day they receive an email which explains why Dyson vacuums are so good
  10. The next time the consumer uses their vacuum performance is poor
  11. The consumer then decides to take action buy a new vacuum
  12. The consumer searches ‘buy Dyson V15 connect’ on Google and see this page

  1. The consumer then clicks on the first link and buy direct from Dyson – in which case Dyson can record a direct sale.
  2. If Last Click attribution is set in your search engine, this sale will be recorded as a sale generated by search. Is this correct?

In the case study above, we see that last touch is definitely not the only driver, and that the creation of the sale has to be distributed more accurately across a number of events:

  1. The TV/AV/YouTube ad
  2. WOM of mouth from the friend
  3. The Instagram ad
  4. The email
  5. Search

MarketingIQ’s main focus is on correctly attributing sales to contributing events. We do this using a branch of AI which is called Machine Learning. Each project is bespoke to each client, but our tools have been developed in such a way that each clients models are reproducible and can be used often at decreasing costs after initial set-up.