digital marketing attribution presentation

1. Digital Marketing Attribution
Peter Czepiga

2. Agenda
What is
attribution
Attribution
Models
Competitive
Landscape
Value to
Marketers

3. The Problem

4. Digital Marketing Attribution
The science of assigning credit to
each marketing touch point of the
customer journey based on that
touch point’s influence on their
ultimate conversion decision.

5. Existing Attribution Models
First Touch Last Touch Linear
Position
Based
Time Decay Algorithmic

6. Competitive Landscape
Analytics integrated, unparalleled data
assets, secure non-cloud storage, not
media agnostic
Cross-channel capability, clients mainly
large enterprises, no independent data
collection
Collects its own data, access to AOL
measurement tools, not media agnostic
Rapid data collection, low minimum base
fee, no MMM
Sources: Gartner’s Market Guide For A:ribu<on and Marke<ng Mix Modeling, 2017 Vendor A:ribu<on Scorecard

7. Value to Marketers
Media
Planning
Insights
Visibility Data
Alignment

8. Thank You!