“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker (1838–1922)
In today’s data rich digital world our great retailer, Mr. Wanamaker, would be alarmed to know less than 1% of his advertising works (based on the last click attribution model). Last click attribution, the most widely used assessment of conversion in the industry today, does not give credit to all the different touchpoints on the customer’s path to conversion.
Mediaoptimise can provide a solution that allows advertisers to understand the power of influence. Combining all display and search placements the Mediaoptimsie product will evaluate the influence that each component piece has on the customer path to conversion.
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A recent study by Google and Econsultancy found that 62% of marketers and 77% of agencies are trying some form of attribution model that allows them to understand the contribution of each channel and placement. |
The process is a cookie based approach that allows us to follow all the advertising interaction with the customer on the path to conversion.
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In projects completed to date, clients have seen an average uplift in conversions of 38% by moving budget to channels and placements that influence the client on the way to conversion. |