Attribution modeling should be viewed through the lens of final outcomes as measured in revenue and profit.
At Working Planet, we look to understand the value of digital advertising in order to hit your profit goals. Using attribution modeling helps us assess the contributing value of each touch point a customer has with different segments of your marketing campaign.
What Are the Advantages of Attribution Modeling?
- Tie multiple touch points to a single customer value
- Avoid overvaluing brand traffic
- Avoid devaluing of top-of-funnel entry points, such as non-branded search
- Ensure more efficient use of ad spend
Why Working Planet Does It Better
Attribution modeling has advanced over the last few years, yet very few companies do it well. Worse still, they fail to view it through the lens of final outcomes, which should be measured in revenue and profit.
At Working Planet, we are well-versed with attribution modeling and take a “Chain-based” approach in which we look at all the touch points along the path to engagement. This holistic approach allows us to both understand the contributing value of each touch point and media type based on their ability to sustain the entire “chain”. Tactically, this makes a huge difference, as more traditional attribution models typically break the engagement chain by undervaluing one or more links. That most assuredly means your advertising dollars are being poorly appropriated.