We know that your customers are likely to interact with various advertising campaigns and that certain channels ‘capture’ leads and sales, whilst other ‘drive’ those leads and sales. It is these relationships that need to be understood and acted upon. Data and technology need to be at the heart of attribution, and the tool of choice needs to drive ‘actionable’ insight.
The technologies are neither cheap nor mainstream but the gains to be had aren’t either.
Indago Digital understand the fear that surrounds this technique but we also understand that ‘the price of inaction is far greater than the cost of making a mistake’. For new advertisers we start by attributing within one channel, move to a variety of digital channels and end with the holy grain and include offline channels.
There is a reason that this year both AOL and Google purchased attribution technologies of their own.