Every advertiser finds value in being able to report on some level of attribution. Ultimately, this may be an illustration of the fact(s) that their plan is working by driving business growth.
Attribution remains one of the most sought after, yet more difficult, concepts to reveal for a variety of reasons. While holistic attribution is the most advanced form of marketing measurement today, eMarketer estimates fewer than 10% of all companies have achieved this stage of their measurement journey.
Most companies today are using some kind of digital attribution models, but because it is more difficult, fewer than six in 10 are using multi-channel attribution models.
For those companies struggling to achieve a higher level of attribution visibility, they might consider a view of customers who are transacting as a surrogate measure of success. After all, having the ability to understand and trend the consumer types driving sales and growth can be a very important and revealing approach. At the end of the day, is your advertiser driving the right kind of customer to their stores or Web site?
While measuring the impact your media channels are having is important, being able to show who is driving your transaction and spending growth can provide invaluable insights too. Business can change quickly these days, so a regular check on the consumer segments driving business can help your clients stay on top of trends and remain growing businesses.
Help clients focus their media budget on the message and creative that will appeal to those important consumer segments — on the media channels where they are found.
Positive business outcomes keep advertising clients coming back to you.