Ebiquity Viewpoint: Understanding Multi-Channel Attribution

Mike Campbell

Mike Campbell

April 25, 2017 - Mike Campbell [pictured], Head of International Effectiveness at Ebiquity, writes: Most multi-channel attribution solutions fail to account for non-digital media as they apply arbitrary rules that don’t let the data decide what’s working and why.

A better approach is a hybrid of top-down econometrics and bottom-up attribution to develop a full understanding of what is driving the conversion goal and true value of each touch point.

Knowing which activities, inputs and channels trigger behaviour most effectively on customer journeys enables marketers to make more of the right media choices and eliminate those don’t deliver for them. The era of evidence-based decision-making is upon us. More...