The Next Generation: Connecting Marketing Spend to Results
The new model of attribution marketing provides:
- A full-featured platform that gives marketers the ability to create and test multiple attribution models with interactive "knobs" to value interactions based on flexible rule sets
- An accurate tracking solution that collects and stores a broad set of data points that empower the marketer to hone in on the specific consumer interactions they value
- Big Data as an asset rather than an overwhelming obstacle
- Tracking across all channels for a full attribution picture that shows how various touch points influence consumers and move them through the conversion process
The right tools are out there to take stale marketing programs out of the dark ages and expose them to the world of Big Data and attribution. Properly deployed with the right tools, marketing attribution can have a big impact on the bottom line. Tracking, measuring, modeling—and ultimately reporting on all media channels using sensible attribution models—represents a significant opportunity to improve Return on Ad Spend (ROAS) and competitive advantage for brands and agencies. This is a world in which a marketer can finally achieve reliable, actionable insight that leads to successful campaigns and revenue growth.