Driving Profitable Growth with Full Customer Attribution Modeling

The promise of attribution is compelling — analytics at the tempo and granularity of management decision making. Its defining characteristic is that it operates at the individual level — and brings consumer insights back into marketing.

The next few years will bring great excitement as the industry leaps to the next generation of analytics and ROI-based decision making. We had the opportunity to work with our client, MMA, to highlight several case studies that demonstrate attribution modeling that reaches beyond the digital silo … that include offline marketing and baselines to avoid misattribution … and that help marketers distinguish long-term branding and short-term conversion tactics.

Work like this should propel the analytics industry forward and ensure even greater business success