Imagine you’re a football manager, your objective is to maximise the number of goals your team scores for your budget.
However, if you were to start assessing players based solely on their goal scoring ability, you’d end up with an unbalanced team full of strikers and probably let in a lot more goals than you’d manage to score.
The same story goes for cross channel media buys; each channel has a unique position on the team and serves a unique purpose, however they’re often measured on their ability to achieve the end goal independently of the other channels.
Buying your media in this way is attractive because it uses simple metrics and makes for great reporting, but if you’re still measuring prospecting based on your conversion pixel, you could be missing a lot of opportunities from further up the path.
As a simple example we looked at a client which provides us information about the channel each conversion was attributed to. Using this data we examined how likely an ad is to get attributed depending on its position in the conversion path using a last click attribution model.
The results are hardly surprising...