eMarketer Report: Cross-Platform Attribution

This is an excerpt from eMarketer’s Cross-Platform Attribution 2015 report featuring Allegra Kadet, Managing Director at Neo@Ogilvy. Visit eMarketer.com.

Making Attribution Data Actionable

Though blending top-down marketing mix models with bottom-up path analysis is a popular method of gaining a true holistic view of all paid, owned and earned advertising efforts across digital and traditional media, most find that real-time optimization of intel gained from this approach is still mostly limited to those channels and formats belonging to the digital, bottom-up bucket where impression-level tracking and real-time reporting allows for more real-time optimization.

“The more sophisticated attribution solutions from a media mix modeling perspective are helping with channel allocation and budget planning, but the adjustments and optimizations are still largely coming from the micro-attribution that we’re doing on the digital side,” Kadet said. “Though we’re making progress on making all channels actionable, there’s always going to be some outliers where you can’t connect one channel to another chain of events.”

This is an excerpt from eMarketer’s Cross-Platform Attribution 2015 report featuring Allegra Kadet, Managing Director at Neo@Ogilvy. Visit eMarketer.com.

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