How to actually do multi-channel media attribution and optimise marketing budget allocation
Is your company attributing the right amount of conversions to each media channel or are some channels such as display ads getting to much credit? What would be the optimal channel mix and spend to optimize conversions?
If your company needs answers to the above questions we can help develop a generic model to accurately attribute conversion credits back to each media channel and analyse the true impact of banner view-throughs in particular rather than just using the last click method.
The final media attribution model will allow your company to identify the optimal channel mix and budget for each and if possible reduce media spend in some channels while maintaining effectiveness and overall conversion numbers.
Please contact us at insights@datalicious.com if you have any questions about or would like to know how a media attribution model could help to improve your company's long-term return on advertising spend.
