The fire surrounding attribution’s never-ending debate is set to be stoked further with the news that advertisers going beyond last-click marketing can increase revenues by up to 15%.
Programmatic ad solution, myThings, and provider of tag management, TagMan, made the assertion when announcing they were forming a strategic partnership to give myThings’ advertisers complimentary access to TagMan’s marketing analytics dashboard; known as Visual Insights Suite (VIS).
In a world where there is added pressure on marketers to ensure their campaigns are hitting home, TagMan chief executive officer (CEO), Jon Baron, hopes his company can provide myThings’ clients with the feedback data they need to justify spend.
“MyThings’ vision of delivering greater transparency in its customised programmatic ad solutions echoes our belief that advertisers should have greater control and clarity over their marketing data,” Baron said.
Customer Journey Inspection
Marketers can use VIS to view how different touch points are affecting the customer journey including display ads, search, email and social media, which will then show where the responsibility for conversion lies.
MyThings has stated that the attribution model can be adjusted in real time depending on the roles certain vendors play. For example more credit could be given to introductions, also known as first click, or assists that are made mid-journey.
Incremental sales and how they fit into the sales funnel is something myThings CEO Benny Arbel hopes will come off the back of the partnership between TagMan and his company.
“Now our customers will gain a better understanding of the contribution to incremental sales made by the different marketing channels along the customer journey, and make informed marketing investment decisions,” Arbel said.