What are the factor taken into consideration for incremental channel management?
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Marketers face the challenge of deciphering the role of each channel in the consumer purchase decision. Managing marketing in silos is no longer effective. Consumers are exposed to multiple online and offline channels and interact with Paid, Owned and Earned Media, often across multiple devices (computers, tablets, mobile). In order to optimize marketing spending, the individual impact or ROI of each channel needs to be understood in relation to the role it played in the consumer buying decision and the complete path to conversion.
Our Multi-Touch Attribution service provides a full view of ROI, including online and offline interactions. Our unified approach leverages the benefits of holistic measurement from marketing mix modeling and provides marketers guidance on both strategic and tactical decisions. It allows for optimal cross-channel spend allocation (e.g. Search vs. Display vs. TV vs. Social vs. Promotions, etc.), and in-depth recommendations within each channel (e.g. Search by keyword, Banner by site, creative, size, etc.)
Our Multi-Touch Attribution service provides a full view of ROI, including online and offline interactions. Our unified approach leverages the benefits of holistic measurement from marketing mix modeling and provides marketers guidance on both strategic and tactical decisions. It allows for optimal cross-channel spend allocation (e.g. Search vs. Display vs. TV vs. Social vs. Promotions, etc.), and in-depth recommendations within each channel (e.g. Search by keyword, Banner by site, creative, size, etc.)
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