see what they see with digital attribution
Digital Attribution 2018-01-05T06:38:18+00:00

SEE WHAT THEY SEE WITH DIGITAL ATTRIBUTION

Some of the world’s biggest ad spenders are using digital attribution to help them understand which digital channels are working and how to optimize them for increased ROI.

WHAT’S THE BIG DEAL?

The holy grail of many brands today is establishing which digital investment gets the credit for delivering a conversion event. Where should we spend our money? What can we cut from the budget? How?

As more media is bought digitally, more data is produced and with that comes an ability to measure effectiveness at a granular level. The future is increasingly connected and Digital Attribution can help you measure it.

But you need the right tools and conditions to do so and what’s more – it’s not for everyone.

Digital Attribution success

8 STEPS TO DIGITAL ATTRIBUTION

Hover over the boxes to reveal the 8 Steps to effective Digital Attribution

Significant Digital Media Spend

Significant Digital Media Spend

As the world moves to be fully digital, it is essential to have significant spend both as a value and a percentage to get digital attribution’s full worth.

A Clear Online KPI

A Clear Online KPI

Digital attribution helps you maximise your return on investment. However, the key here is setting your KPIs from the start and making sure that the measure of return is defined.

A Team of Data Scientists

A Team of Data Scientists

These are story-telling mathematicians with the ability to work with large data sets, that are analytical and knowledgeable of which techniques to apply and have a business focus, taking insight and turning it into action.

The Right Purpose

The Right Purpose

It’s about tactics, not strategy here. Why? Because with digital attribution we are not looking at the full marketing mix, it solely measures short-term uplifts in your KPI. It works best when you use it for everyday optimizations.

The Ability to Optimize Quickly

The Ability to Optimize Quickly

Digital attribution recommendations require quick action. It needs the right team with the skill sets to make big changes to advertising spend quickly, as well as media contracts that allow you to adapt.

The Right Data Setup

The Right Data Setup

One of the biggest challenges is the ability to deal with huge sets of data. So how do you overcome that? Ensure that you have access to data management software and teams with the ability to use them. But most importantly, unified digital tracking.

Unified Digital Tracking

Unified Digital Tracking

Unified digital tracking is the foundation of digital attribution. Measuring impressions from display, search, email, affiliates and video and provide event-level data on advertising within these channels, all in one place.

The Right Methodology

The Right Methodology

Last but not least, methodology. Ordered by complexity, there is single source, fractional, algorithmic or probabilistic. With the right team in place, there will be no challenge in deciding which is best to use. So, is attribution the tool for you?

WATCH THE VIDEO

Wondering if Digital Attribution is for You?

Do you do it already but want to do it better? Want to understand how it fits with overall marketing attribution? Contact the team, we would be happy to help.

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DOWNLOAD THE ADMAP ARTICLE

Read the in-depth 8 step guide to Digital Attribution recently published in AdMap – an authoritative global journal featuring innovative and challenging thinking about advertising, marketing communications and related research.

8 steps to digital attribution admap article

CONTACT GAIN THEORY TODAY

A global foresight consultancy that partners with brands to maximize marketing value.

Our consultancy is built on long term client partnerships that leverage data, analytics, technology and experience to optimize marketing investments. 

We specialize in data-driven business assessment and strategic development that helps clients have the power and confidence to make faster, smarter business decisions.

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