In order to better drive marketing investments, it is now imperative for advertisers to be able to precisely measure the performance of each channel in their media mix.
This is the task taken on by attribution marketing. Now, with the multiplication of digital marketing levers and internet access points, this task has become even more complex and important for brands.
Currently, the majority of advertisers use simplistic attribution models to measure the performance of each channel, such as the “Last Click” model. These give a partial view of the complex reality by only taking into account a single point of contact in the complete purchase path. Other models, which can be more elaborate, take into account all the pathways to conversion, but these are founded on predefined rules and therefore remain arbitrary.
The all-new generation of attribution models, such as the one developed by ESV Digital, use algorithms which take into account each interaction that occurs between the internet user and the brand. A differential analysis is conducted between each path in order to measure the impact of every interaction on the final conversion.
These algorithms, which are not based on any “ad hoc” model, finally offer advertisers a reliable methodology to analyse the impact each channel has on the ROI of marketing activities.