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Services

Advanced Attribution

OVERVIEW

Our advanced attribution solution helps clients define the role and value of media, plus its interaction with owned channels. From these insights, we model the effect of investment decisions and oversee marketing optimisation.

We believe training and change management work is as important as statistical capability. 

OUR APPROACH

Last click attribution should be consigned to digital marketing history; the modern consumer journey is far more complex. This complexity spills over into the digital landscape, where it requires a breadth of attribution approaches to meet different marketing needs. Our approach is to consult on business goals to help our clients select the most appropriate methodologies. We ensure the underlying technology is set to collect data which can provide actionable insight. We not only help clients address questions of volume, either increasing sales or improving media efficiency, but also focus on value, identifying which purchase pathways drive overall business performance.

OUR EXPERTISE

We are experienced in working with all key attribution technology providers, from add-ons to the Google and Facebook suites, to specialist providers such as Visual IQ. Indeed, where we perceive gaps in the marketplace, we’ve also built proprietary methodologies designed to advance clients’ capabilities and insight. Far from focusing solely on technical attribution, we also help clients achieve the necessary cultural changes required by such advances. Hence our training and change management work is  as  important as our statistical capability.

HOW IT WORKS

  1. Audit

    Our audits identify the business needs and data that will enable attribution. This allows us to propose the technological solution that’s a best fit for near and long term.

  2. Data and Technology integration

    We then build a data taxonomy and accelerate a tech stack that will also feed into existing data visualisation tools and automatic bidding platforms.

  3. Analysis and Training

    Our planners and strategists analyse the results from the platform to understand the full funnel drivers of performance. Then we train our clients how to interpret the new models thus expediting adoption and maximising their return on investment.

  4. Campaign optimisation

    This optimisation step loops back to liaise with our channel specialists and DSPs, where campaign plans and weekly workflows are improved with new insights.