Understanding why certain consumer interactions result in conversions and others don’t is the secret sauce to media optimization. Marketers need a model that takes both converter and non-converter consumer journeys into account and understands what aspects of the media are driving the conversion. If marketers do not know whether it was the publisher network or the creative message that drove the conversion, they might spend money in the wrong places.

Download our Solution Brief to learn how Nielsen is able to produce granular performance metrics that calculate the impact of each dimension of each touchpoint, so you can determine the credit earned by every channel, campaign and tactic in your marketing portfolio.