Which media investments are driving incremental business growth for your business? Don’t fall into the trap of media misattribution.

If you are using one of these then rules you are getting a false read on media performance:

  1. Last Touch
  2. First Touch
  3. Time Decay
  4. Linear (or even distribution across touchpoints)
  5. Weighted (you devise a way to weight each of the touchpoints)

The problem with digital attribution is that it only reflects events that occur within the digital universe. If everything we did was digital and we lived inside our PCs and laptops, that would be fine. But that’s a ridiculous notion and digital rule-based attribution is therefore similarly ridiculous.

We all know that there are circumstances events outside the digital ecosystem that encourage us to act, sign up to products and services and make purchases. And if these offline events are not considered in your attribution models then you are only measuring one part of that attribution ecosystem.  In this scenario, media attribution becomes misattribution.

This problem is worse than it looks – here’s why

If your attribution model is misleading you, then the way you allocate future budgets will be flawed. The problem is currently endemic in marketing. It is one of the main reasons why marketing and advertising budgets have become less effective over the last decade.

According to the Institute of Practitioners in Advertising (IPA), there has been a decline in campaign effectiveness since 2010, despite the growth of digital media and increased media choices.

So what factors do you need to include in your attribution ecosystem?

Examples of the factors you should at least consider and preferably include are:

  1. Seasonality
  2. Underlying trends e.g. market or category growth or decline
  3. Pricing and price promotions
  4. Distribution
  5. Product attributes
  6. Competitor activity
  7. Competitor pricing and promotions
  8. Economic conditions
  9. Consumer confidence
  10. Climate e.g. rainfall, sunshine
  11. Covid restrictions 2020-22

We build and run models that consider the impact of all these factors – alongside your media investments. When we have identified these factors, we are able to produce reliable estimates of the number of sales per unit of investment in each of your media channels. With the models built, we can go one step further and use these models and their coefficient to optimise and allocate your budget to maximise the sales return that it can generate.

Our models are fast and designed to give you frequent updates on your media performance.

Pricing is fixed so that you can be both confident and in budget when realising the benefits of sophisticated statistical attribution techniques.