Uncovering $12.9M in Incremental Sales & Reducing Time to Insight with Multi-Model Attribution

Our retail client needed a sophisticated and durable attribution solution to fill in gaps left by fractured customer journeys, in-store sales, and shrinking cookie data.​

Previous measurement efforts, like traditional MMM, had latent outputs that did not consider retail's short consideration cycle.​

To address this, Acceleration provided a Multi-Model Attribution (MMA) solution that allowed for agile responses to market shifts and rapid validation of media investment allocations.

‍A Tailored Measurement Approach

We developed a three-pronged measurement system to deliver a reliable, detailed, and real-time understanding of media effectiveness, empowering faster validation of the brand’s investment strategy.

This bespoke solution included:

• Touchpoint Performance Analysis: We pinpointed the impact of each marketing touchpoint on the brand’s return on ad spend (ROAS) by analyzing in-store, web, app sales, and media investment data. Results were visualized in an intuitive Looker Studio dashboard for easy access and interpretation.
• Independent Impact Verification: We employed a statistically rigorous method to independently verify the accuracy of the touchpoint performance analysis. This ensures the reliability and objectivity of the insights derived.
• Marketing Lift Assessment: Going beyond attribution, we quantified the specific uplift in key performance indicators (KPIs) directly attributable to the brand’s marketing activities. This isolated the true impact of their campaigns, separating it from other influencing factors.

This multi-faceted approach provided a comprehensive and trustworthy view of the brand’s media impact, enabling them to make data-driven decisions and optimize marketing investments with confidence.

‍Empowering Transformation 

The solution reinforced the brand’s investment strategy while also building long-term capability. 

It transformed the brand’s approach to attribution, supplementing their traditional methods with a bespoke and rapid solution for more nuanced attribution:

• Our output showed the brand would not have seen $12.9M in sales had media activity not been active during the treatment period. ​
• The solution delivered an 83% reduction in time to insight with a monthly results refresh vs. 6+ month MMM wait.​
• The solution enabled a new capability for faster and more nuanced attribution for complex, consumer journeys while also creating opportunities to test “what if” investment scenarios.
• The solution demonstrated the powerful capabilities of GCP by combining complex data sets and enabling a rapid time to completion.

‍Is Multi-Model Attribution Right for Me?

Have a customer journey that is hard to measure? Many brands have complicated customer journeys that involve multiple points of consideration or long sales cycles. Industries like automotive, B2B, healthcare, pharma, real estate, finance, education, and others have difficulty attributing the real value of their marketing efforts for these reasons. Additionally, many brands who are using Regression Based Attribution (or other methods overly reliant on historical data or on finding commonalities in behavior patterns) could be overlooking the true value of each marketing touchpoint.

Multi-Model Attribution, which incorporates alternative models such as algorithmic or multi-touch, and real-time technology-driven capability, provides solutions to these challenges through a much more nuanced, comprehensive, and timely view of your customer journey.