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USE CASES
Digital Attribution Modelling
ML-based attribution modelling to optimise marketing spend
The next marketing ROI use case we are going to explore is digital attribution modelling. Traditional methods of multi-touch attribution take a simplistic approach and don't accurately assign attribution to each visit. New, advanced methods use AI to effectively model the impact of each visit
Advanced methods leverage AI to provide more accurate modelling of each website visit.
The ML-based Attribution modelling captures the likelihood that each touchpoint will guide customers to the final purchase. By tracking thousands of customer journeys it's able to identify the synergy between touchpoints.
We constructed a cockpit for a large fashion brand client, displaying how the cost / modelled conversion has steadily gone down since we implemented AI Attribution Modelling.
Benefits
Tactical ongoing tracking
Deep coverage of digital channels and touchpoints
Granular insights on effectiveness of each digital touchpoint to reduce cost per conversion
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