MMA's Multi Touch Attribution: Unified Marketing Measurement & Optimization
Multi-Touch Attribution Solution Quantifies the True Impact of Digital Marketing
Nowadays, marketers have adopted a customer-centric, omnichannel strategy to their communications and marketing planning. With this strategy comes the need for a unified measurement approach across all touchpoints. Left without a unified approach, - - media planners are working with what they have, unfortunately acting with blind spots.
The Risk of Inefficient Marketing Measurement
Marketing campaigns are constantly influenced and impacted by numerous activities. Linear media channels, out of home, pricing and promotions, social engagement, brand experiences, local and global events, and even weather, can all impact the effectiveness of media and personalized marketing campaigns.
Measuring any marketing activity in a silo will produce a biased output, which is more than likely incompatible for investment decision-making. For example, take TV and digital programming. Measure each of them separately and calculate the optimized sum of what the individual results give you will likely lead to some extraordinary number that you’d like to believe – but common sense will speak to its impossibility.
Properly Attribute Your Marketing Spend
To avoid this scenario and effectively measure the true impact of online and offline media and personalized campaigns, you need to account for the attribution effects of all marketing and customer activities and influencers. Those effects, combined with the relevant non-marketing variables, will assess the true value of your campaigns. This is what we call Unified Marketing Measurement & Optimization or Multi-Touch Attribution.
Unified Marketing Measurement enables marketers to cut through the noise that often dilutes effective media touchpoints and customer-level measurement. By measuring addressable, targeted media programming within the context of all other customer exposures, we can properly attribute the impact of each campaign, all the way down to the touchpoint level and calculate marketing ROI.
“Ipsos MMA understands there is no one-size-fits all solution to MTA. It’s not as simple as integrating our data into an off-the-shelf platform. The Ipsos MMA team worked shoulder to shoulder with our analytics, marketing, and finance organization to develop, validate and deploy a platform that helps to solve our unique needs.”
- Jon Francis, Senior Vice President of Analytics at Starbucks
Spend Smarter with Unified Marketing Measurement
Ipsos MMA’s multi-touch attribution solution provides real-time, actionable insights into digital and addressable campaign effectiveness providing media planners and executives visibility into optimal marketing investment scenarios. Dynamic marketing analytics highlight the most productive customer touchpoints and user-friendly marketing simulation tools enable planners to quickly measure, plan and activate against the most effective customers.
Ipsos MMA’s Unified Marketing Measurement & Optimization solution enables companies to:
- Accurately measure the value of each marketing touchpoint against multiple objectives
- Optimize campaigns while in-market, course correct and shift dollars to the best performers
- Understand and optimize which audiences drive the most value
- Provide a granular view of tactic performance: message, placement, device
- Target specific media touchpoints and personalized marketing strategies against specific audiences
A Robust, Unified Marketing Measurement & Omni Channel Attribution Solution
Ipsos MMA’s Marketing Measurement & Optimization platform, Activate, provides clients with a dynamic, powerful attribution solution for identifying and optimizing addressable media and personalized marketing impact in an accurate, real-time manner. Insightful reporting provides users with a rich history of campaign performance and recommendations into future performance – each week.
- Daily to weekly marketing contribution effects across multiple objectives including engagement, sales, profit – with validation plans updated on an ongoing basis
- Interactive marketing simulations and optimizations across product portfolio, customer segments, targeted audiences, marketing channels
- Marketing interaction and touchpoint frequency reporting to balance upper funnel branding with performance channels to ensure the greatest efficiency across the purchase cycle
- Monthly strategy workshops and playbooks that identify key opportunities to test in market and scale
- Activation integrations with advertising and marketing technologies to inform next best actions across multiple audience targets, customer segments
Consultative discovery and value proposition:
Collaborative sessions are conducted with key business stakeholders to identify important issues they are seeking to solve. Issues are identified and an analytical roadmap to value and data strategy is created that aligns with organizational objectives.
Powerful, real-time marketing simulation and optimization software and scenario planning capabilities:
Conduct real-time “what if scenario” simulations, as well as optimization routines, across a variety of potential and planned business KPI’s.
Predictive analytics models:
Custom client models incorporate a rich set of first-party and third-party data enabling an expedited understanding of what will happen, when, where and why based on a wide variety of optimized and simulated marketing and media programs.
Integrated marketing data management platform:
A rich set of data is collected at a granular level by Ipsos MMA’s professional data management platform. The data is collected, cleansed and harmonized in a powerful database. Acting not only as a modeling and analytic platform for the marketing ROI analysis, but the database develops rich and insightful business reporting across multiple 1st and 3rd party data types.
Experienced consultative support and value:
Count on partner-level insights from experienced executive level consultants. Working collaboratively with clients, they assimilate the predictive insights into ongoing business processes that support value creation.