There are different ways to measure your marketing ROI, but the best one so far is multi-touch data-driven attribution. This
attribution approach allows marketers to identify the channels or ads that are making the biggest contribution to sales, and
those that are cannibalising the efforts of others. Having a better handle on which advertisement channel is performing the
best is the key to achieving your optimal sales performance. This is only possible by integrating the right marketing data
into a marketing intelligence platform such as ROIVENUE™.
There are usually tens of thousands of different customer journeys within a single company’s dataset. However, there is
no way a human can accurately analyse all this data and come up with valuable insights. Combining machine learning with
marketing data can help us find the best possible combination of marketing channels to increase sales and maximise
Using a marketing attribution tool can give marketers not only the best combination of channels to increase single purchases
but also go beyond that by presenting the best channel combination to maximise customer lifetime value. For example, a typical
retail campaign will have over 15 different channels, with hundreds of different versions of the same ad spread throughout the
Marketing attribution employs machine learning to help marketers make sense of their data and choose the right channels or
ads that are converting the most. In one case study, Orange Telecom reshuffled its ad spend to the best-performing publisher
and saw an increase in marketing ROI without needing to increase its overall budget. By adopting a marketing attribution tool,
marketers can finally stop flushing billions of pounds down the toilet and maximise their marketing ROI.
Source: Business Reporter