Enable better decisions with Data-Driven Attribution
February 17th, 2016 | Published in Google Analytics
The following was originally posted on the DoubleClick Advertiser Blog.
Consumers see a lot of different ads as they make buying decisions. Some ads have a huge impact on the final purchase, others help the process along, and still others contribute absolutely zero. The trick, of course, is knowing which ad does what.
Today we’re introducing Data-Driven Attribution to all DoubleClick accounts. It's a new tool that helps you give the right credit to each and every advertising touch point ― and shows you the optimal combination for your marketing.
Powered by Adometry, Data-Driven Attribution uses a modeling methodology developed by Google engineers and grounded in advanced statistics and economic principles. It assigns credit accurately and automatically to all your digital media ads served through DoubleClick.
 |
| Click image for full-size version |
Turbocharge your campaigns
DoubleClick Digital Marketing already has a strong attribution foundation with Multi-Channel Funnels and the Attribution Modeling Tool. Now it's even easier to make decisions about how to best allocate your digital media budget. Data-Driven Attribution is:
- Actionable: The contribution made by each marketing channel is clear (in both converting and non-converting paths), so you can make better data-driven marketing decisions.
- Accessible: Just choose your goals (such as e-commerce transaction or email signups) and Data-Driven Attribution will show you the contribution made by each of your digital campaigns.
- Comprehensive: No need for new tags, just turn on the feature and you’ll see data for your campaigns.
There’s no room for guesswork in attribution ― and when you’re not guessing, you’ll see greater ROIs and better performances.
|
“Mindshare helps brands get the most of their digital marketing. To do that we need meaningful insights on the consumer path to purchase across both display and search. We have been testing Data Driven Attribution in DoubleClick and we have seen tailored recommendations that allow us to take fast action for greater impact and better ROI. In some campaigns we have been able to improve budget allocation and have seen CPA improve by 25%.”
-Karen Nayler, CEO, Mindshare Canada
|
How to get started
You'll find the Attribution interface in the Reporting and Attribution section of your DoubleClick account. You can activate Data-Driven Attribution for all your floodlight tags and once you start collecting data, you'll see a new recommended model appear after seven days.
Learn more about Data-Driven Attribution.
Posted by Luke Hedrick, Product Manager, DoubleClick