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Digest...
Today’s technology now allows marketers to measure advertising performance with incredible accuracy and granularity thanks to a new technique: multi-touch attribution (MTA).
Access to user-level data allowed data scientists to develop predictive models with actionable outputs such as “send an email to user x, y and z to increase conversions by 2 percent” or “lower bid on this specific keyword by 30 percent to get a 3 percent lift in return on investment (ROI).” In other words, where Marketing (Or Media) Mix Modeling (MMM) modeled aggregated data to predict the effect of advertising on consumers, MTA observes real consumer behavior and (with some major help from big data processing) determines exactly what matters.
MTA takes what could be a digital-era challenge – the cross-channel, cross-touchpoint relationships between brands and consumers – and leverages it as an advantage.
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The author is a co-founder of Convertro. However, even though the post is B2C oriented, please consider it especially relative to the next article regarding SFDC's most recent acquisition.