Everyone Wants Multitouch Attribution. Now What?

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Overall awareness of multitouch attribution is fairly high, but hurdles remain in terms of advertiser adoption.  Advertisers have just started to identify internal experts who are focused on return on investment for each media channel.

While market-mix modeling is helpful, it doesn’t go far enough, and it’s not terribly actionable. When market-mix modeling is combined with multitouch attribution tactics, marketers can see more clearly how each media channel is performing and tease out actionable insights that they can use in real time.  Amy Mitchell, general manager of Convertro, a unit of AOL Platforms, says advertisers have access to more user-level data than ever before. And that data is showing them how consumers are making their decisions and which media channels are influencing them to take an action or convert—online and offline....