MULTITOUCH ATTRIBUTION AGENCY HOW TO

How to choose the best model for your business.

Multi-touch attribution models explained.

We will also look into how multi-touch can deliver insights to help shape your marketing strategy, and how to choose the model that’s right for your business.

MULTITOUCH ATTRIBUTION AGENCY PLUS

In this blog, we’ll answer these questions plus examine the various multi-touch attribution models, their merits and their limitations. Makes total sense right? So why is it that MTA has been, for years now, such a pain point for marketers and suffers from relatively low adoption rates? MTA assigns credit across touchpoints according to their impact. How then can you, the marketer, know which touchpoints and journeys deliver the best performance so you can make informed budget allocation decisions? In fact, according to research by eMarketer, cross-device attribution is the second biggest (42%) challenge for media professionals in 2021. The difficulty understanding this complex path to conversion makes attribution ever more difficult for marketers. To learn more about how your brand can benefit from our real-time measurement solutions, reach out to us.The number of touchpoints between prospect and brand before conversion or sale can vary from anything between 5-50. With so many touchpoints, mapping journeys of consumers who constantly bounce between channels and devices, online and offline, is more complicated than ever.

MULTITOUCH ATTRIBUTION AGENCY TV

It optimized its TV impressions after five weeks and the campaign ultimately delivered a 4.3% sales lift. The brand discovered one target audience was 50% more responsive to advertising. The most popular benefit, however, is its ability to measure ad creative, giving marketers the ability to understand which messaging resonates more so they can quickly shift budgets to maximize results.įor example, one of Catalina’s clients used MTA to conduct A/B testing of a specific set of psychographic segments with two :30 TV spots featuring different product variants. In contrast, Catalina’s Markov model considers the paths to conversion and non-conversion to calculate which channel differentially provides the best probability of conversion.Ĭatalina’s MTA also includes a comparison to competitive brands and analyzes new and existing buyers.

This does not work well when high volumes of impressions from digital channels mix with OTT/CTV channels, typically leveraging fewer impressions. That UPC-level tracking reveals buying behavior patterns that are reported daily to the MTA dashboard.Ĭlassic attribution methods (like first-touch, last touch, linear, time decay or linear) rely solely on conversion data and are biased toward channels delivering the most impressions. What is MTA and how is it leveraged to find and convert your most relevant shoppers?Ĭatalina’s MTA measurement product helps answer the marketer’s age-old question, “What in this campaign is or is not driving a purchase?” MTA works by tagging a mobile, digital OOH, or CTV ad with a pixel or by ingesting an exposure file, which is anonymously matched to buyers via Catalina’s ID map. And in 2021, our number of measured campaigns increased by 55% versus 2020 due in large part to our MultiTouch Attribution (MTA) product, which measures multiple media channels, ad creative, and audiences at the UPC level to optimize total campaign conversion while in flight. Three years ago, Catalina developed the fastest, most granular attribution measurement products in the industry. Why you should trust a vetted solution like CatalinaĬatalina was founded 38 years ago and transformed the retail landscape with its Shopper Intelligence Platform, which provides a deep reservoir of anonymized household transaction and behavioral insights for personalized marketing.īut this was only the beginning of our quest to revolutionize CPG marketing. Those failing to make this transition are under pressure from advertisers and media platforms and have even been stripped of Media Rating Council (MRC) accreditations.Īccording to Axios, Nielsen’s recent acquisition by Evergreen Coast Capital is directly related to the company being “…under extraordinary pressure to modernize its media measurement capabilities as dozens of new firms launch to take its market share.” They are a mix of newcomers and established companies like Catalina, which have aggressively expanded their capabilities.

Digital audience tracking – once considered avant-garde – has become a critical component of media measurement for media agencies and advertisers.

Multitouch attribution agency