《datalicious-media-attribution-optimising-digial-marketing-spend-in-financial-services》.pdf

Media attribution: Optimising digital marketing spend in Financial Services A multi touch attribution study on the role of Facebook, display and search marketing in Financial Services. Executive summary Marketers have been applying Whilst the data has improved and digital is This study seeks to understand the true Media attribution solves now an indispensable part of any marketer’s impact of digital channels for financial science, specifically statistics and “ the key question every econometric modeling, for many channel mix, many brands still rely on services companies in Australia. inaccurate attribution methods. marketer faces - how to decades now to answer the key Using a multi-touch attribution approach, the The most prevalent, last-click attribution, study summarizes the results of the analysis split my media budget? question all advertisers face - how gives all conversion credit to the last of 702 million media touch points across to allocate media budgets across campaign touch point in the purchase 104 million purchase paths and 75 thousand It delivers significant channels to maximise overall return path thus ignoring the value of all other conversions across five months and seven digital advertising that contributed to the brands. ROI and can