30 second summary:
- A new report by the research company Gartner describes the four main types of attribution.
- The methods – Marketing Mix Modeling (MMM), Multitouch Attribution (MTA), Holdout-Test and Unified Measurement Approaches (UMA) – each have different methods, goals and resource requirements.
- The report recommends using each method as needed and combining them as needed.
Advertising, marketing, sales – that is only part of the challenge for a marketer. The Missing Part: Determine which ads or marketing measures were the most effective to make sales or get other desired answers. But attribution has many flavors, some of which are unfathomable for many marketers.
To clarify them, the research company Gartner published a new report: “Use 4 methods to measure the impact of marketing” [subscribers only] It describes the nature, benefits and complexity of the four main methods.
“Less than a perfect lens”
Analyst and report author Joseph Enever admitted that the write-up “offers a less than perfect lens to see the real effects,” adding that “no single method provides a complete or perfect answer.”
Last-click, single-touch, rule-based mapping when it focuses on a single channel does not require advanced technology, the report says, but it does provide a “nearsighted view” of the impact on marketing. The picture gets a lot more complicated when it comes to omnichannel marketing.
Gartner recommends marketing leaders:
- Use an integrated approach to marketing measurement using the most appropriate method for specific use cases and set realistic expectations among stakeholders.
- Make sure that tools and methods are suitable for certain purposes. In other words, brand awareness campaigns don’t benefit from conversion analysis tools.
The report covers the four main areas of attribution: Marketing Mix Modeling (MMM), Multitouch Attribution (MTA), Holdout Tests and Unified Measurement Approaches (UMA).
The big four of the write-up
MMM is a top-down method that integrates overall revenue and expense patterns to create models that determine the impact of certain marketing efforts on goals such as revenue and revenue growth. Because of its complexity, MMA is widely used to provide quarterly or yearly insights, and its complexity requires special skill and investment.
The use cases for MM include forecasting offline store sales from online investments and measuring the mix of long-term channel investments for specific goals.
MTA is bottom-up and focuses on digital channels. User-level data such as impressions and clicks are used to track online marketing such as paid search, display ads, and video ads. It is used, for example, to identify the most effective paid search terms or to determine whether display ads on websites are increasing sales.
Holdout tests, also known as “test and control”, measure the added value of certain types of marketing. Holdout tests can be used, for example, to determine whether removing display ads on websites reduces sales. The use cases include proof of whether an investment in a new marketing channel is worthwhile, e.g. B. addressable television.
Finally, Unified Measurement Approaches (UMA) combine the top-down MMM and the bottom-up MTA. The intention is to integrate the MMA model at the personal level into the large-scale approach of MMM.
The report recommends that marketers use the most appropriate attribution method for specific targets and channels, combine them as needed, and understand their limitations and resource requirements.
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