Online Services Provider Gains Customer Journey Insights Through A Unified Lens
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Why do I need this?
Media fragmentation is increasing, the digital space is constantly evolving, and consumers interact with multiple screens and devices. Marketers need to understand the complex customer journey and be able to optimize digital executions for increased response. However, Multi-touch Attribution (MTA) has faced many challenges due to data access, walled gardens, and blind spots.
How does it work?
Analytic Partners has developed a patent-pending behavior-segmented probabilistic approach to MTA: that we call Touchpoint Analytics. Touchpoint Analytics was developed to address the data challenges marketers face including noisy data and missing channels/touchpoints from walled gardens and blind spots. This is achieved with a proprietary profiling algorithm that filters out noise with probabilistic discrete choice models. In addition, all models are validated for model strength through our unique validation matrix and Cooperative Game Theory calculates incremental conversion probability of each activity.
What makes it effective?
While Touchpoint Analytics on its own may give you insights into specific addressable touchpoints, it cannot assess offline media spend or produce holistic ROI insights. Analytic Partners Touch Point Analytics leverages foundational Commercial Mix Models to more accurately project to business ROIs as part of a Unified Measurement approach so that marketers can benefit from a holistic non-biased view of their business.
How do I appropriately attribute conversions to all my digital activities?
What are the most efficient display ad formats, websites, and sizes?
What is an appropriate keyword strategy for search?
Which banner creative is most appropriate?
How effective and efficient are our retargeting efforts?
What is the optimal number of banner ad exposures?
Analytic Partners can help your business adapt.Contact