With a seemingly infinite number of channels and choices at their fingertips, consumers are becoming more difficult to reach than ever before. As a result, you must be sure that you are spending in the right places to target them effectively. You have graduated past the “same as last year” approach to media planning and buying, but you probably still rely on an ad server or site-side analytics application to help you analyze the performance of your media. When it comes to deciding where to spend and how to shift budget, you may do a lot of the analysis on your own and take some leaps of faith. You could be investing in underperforming publishers or tactics without even knowing it.
Multi-touch attribution (MTA) solutions go beyond simply measuring marketing and media performance. Using machine learning, they are able to generate optimized media plans based on your spend and performance goals. These optimization capabilities enable you to compare and analyze the impact of multiple scenarios before you allocate spend and find out how to shift your budget to improve the performance of live campaigns.
Download our Solution Brief to learn how you can use MTA to optimize your media plans more effectively throughout the media planning process.