Advanced attribution starts at the event level and analyzes both converting and non-converting paths across all channels. With extremely accurate event-level attribution, the model is then scaled up to give you an accurate and complete view of you marketing e�orts. Instead of arbitrarily weighing touch-points, Attribute uses the data to decide where the credit is due.

Sources: Adometry “Ditching ‘Last-click’ for Advanced Attribution Helps Leading Auto Company Drive Digital Marketing Performance Improvements”, Adometry “Top 10 Retailer Realizes Incremental Revenue Through Attribution”, Econsultancy “Marketing Attribution: Valuing the Customer Journey”, Econsultancy Lynchpin “Online Measurement and Strategy Report 2012”, eMarketer “US Online Advertising Spending to Surpass Print in 2012”, Forrester Research “Interactive Marketing Executive Panel survey (Q2 2012)”, Econsultancy “Cross-Channel Marketing Report 2012”, Nielsen “Global AdView Pulse Light (Q1 2012)”. © Adometry 2012.

DATA MINEENTERHERE

59% OF COMPANIES SAY THAT

LESS THAN HALFOF COLLECTED DATAIS USEFUL

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Attribution ModelsAt A Glance

Data DrivenAdvanced Attribution

The Rise ofData-Driven Attribution

Combine tags and ad server logs to capture more data and dramatically increase modeling accuracy.

Cross-Channel Insights & Optimization

Advanced attribution allows you to view your marketing efforts holistically, understand the nuanced connections and optimize

accordingly with dramatic savings.

Funnel Stage Analysis

Accurately assign any touch-point to its funnel stage and discover the true conversion paths your customers take.

Capture The Complete Click-Stream

Exclusive Reach Advanced verification and cross-channel analytics show you exactly who you’re reaching on any level of granularity, from placement up to channel, and where the overlap is.

Leverage geographic and demographic data, audience segmentation, purchasing intent and more at any level of your

marketing campaigns.

Scenario Planning & Media ModelingPlan your campaigns with data-driven models to maximize ROI.

Audience Data

All credit goes tothe last click

All credit goes tothe first click

Last channel to showan ad gets the credit

Last Click

First Click

Post View

SIMPLE ATTRIBUTION

COMPONENTS OF ADOMETRY ATTRIBUTE

How Does Advanced Attribution

Improve Marketing?

BENEFITS OF ADOMETRY ATTRIBUTION

Attempts to share the credit for 1 click across complete path

Allocates credit across path based on past experience, or maybe a hunch

First and last touches get the credit

Equal Weights

Custom Credit

U-Curve

FRACTIONAL ATTRIBUTION

Let the data decide where to assign credit.

AlgorithmicAttribution

ADVANCED ATTRIBUTION

1875 1897 1920 1944 1967 1989 2012

2005ONLINE VIDEO

2003SOCIAL

2002PPC

2001MOBILE & MOBILE SEARCH

1998COMPARISON SHOPPING

1998ORGANIC SEARCH

1995ONLINE DISPLAY

1989AFFILIATE MARKETING

1978EMAIL

1941 TV

1922 RADIO

1920 MODERN PRINT ADVERTISING

1875 “CATALOGUE” DIRECT MAIL

1875 1897 1920 1944 1967 1989 2012

2005ONLINE VIDEO

2003SOCIAL

2002PPC

2001MOBILE & MOBILE SEARCH

1998COMPARISON SHOPPING

1998ORGANIC SEARCH

1995ONLINE DISPLAY

1989AFFILIATE MARKETING

1978EMAIL

1941 TV

1922 RADIO

1920 MODERN PRINT ADVERTISING

1875 “CATALOGUE” DIRECT MAIL

Marketing is a metrics-driven business at heart, and any data-rich channel will continue to win a bigger budget simply because it o�ers more accurate insights. Your marketing e�orts aren't limited to a single channel though, so let’s look at the big picture. By combining all available channel data you start to get a holistic view of your marketing e�orts, letting you see the forest for the trees.

Online advertising has revolutionized our marketing world in the last ten years, and for good reason; it o�ers incomparable amounts of data to track e�ectiveness and ROI. Until recently only a handful of channels were available and tracking them wasn’t nearly as di�cult. Times have changed though…

Big data is only useful when you can make sense of it, and companies are always seeking a better approach to mine their data for actionable information. The �rst attribution models were simple and usually focused on only a few channels.

At Adometry®, we let the data decide. Adometry AttributeTM uses advanced algorithmic attribution modeling, allowing the data to determine the credit due based on all available inputs. Adometry uses a bottom-up approach to attribution by �rst assigning fractional credit at the most granular impression level. Weights are then combined by grouping such as placement, site or channel as reporting granularity is decreased, allowing the data to point out the hidden correlations and insights within your marketing e�orts.

As digital channels proliferated and analogue channels became digitized, fractional attribution models emerged that attempted to divvy up the credit. But then there were even more channels, and no longer just impressions and clicks, but also likes, tweets, bumps and c(K)lout.

A new model was needed that accounted for all touch-points across all channels, one that would work equally well for any business by relying on its own data. Advanced Attribution had �nally arrived.

With the right attribution model, BIG DATA can yield BIG INSIGHTS. Adometry Attribute can ingest any data stream to build a comprehensive, bottom-up attribution model allowing you to run more agile and pro�table campaigns.

Since all events – converting and non-converting – on a path are evaluated, Attribute provides more accurate attribution results than any other model.

AND CHANNELS YOU CAN MEASURE

53%53% 30% 28% 25% 23%

ADVANCED

THEOF

Frequency Capping

Know exactly when you’ve saturated your market and when to pull back without risking lost conversions.

Complete Data Integration

Merge all data sources for seamless integration and plug in your media plans for instant execution.

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