I-COM, Flashtalking and Cadillac Collaborate to Deliver a White Paper Examining the Business Case and Value of Multi-Touch Attribution (MTA)

The paper covers a number of key topics including the meaning of attribution and how it should be approached if it is to offer long term value. The paper also explores the need for organisational change if MTA is to be truly successful, whilst discussing perceived budgetary and cost issues in its use.

When compared to older bad attribution models the paper shows how MTA can add value and ultimately produce better digital data for the measurement of conversions within current and past campaigns. As explained in the paper this is the type of data that can significantly improve future spend, placement and creative.

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Their conclusions are supported by case studies of successful MTA by leading brands including a German fashion retailer, a US telco and a European travel reward programme.

Amongst other findings the authors specifically concluded that proper attribution:
· Provides a better understanding of the customer journey.
· Allows for live optimisation of campaigns and expenditure.
· Gives a far more accurate insight into the performance of each media channel, strategy and creative.
· Ultimately provides a higher return from digital media investment.

I-COM, the global forum for marketing, data and measurement, has released this focused white paper exploring the benefits of MTA and its place in modern marketing and advertising. The white paper has been authored by Flashtalking’s global head of analytics, Steve Latham; with contributions from Melissa Grady, head of media and performance marketing, Cadillac, USA. The white paper is part of the output of I-COM’s Attribution Council, which is co-chaired by Michael Schoen, VP Product Management, Neustar and Peter Szarka, partner, Hudson River Group.

“Part of I-COM’s success is the fact that we offer a platform for knowledge sharing and exchange. This white paper is another example of that,” comments Andreas Cohen, founder and chairman, I-COM Global. “Our Attribution Council wanted to deliver something of significant value to the industry and this paper achieves that in every respect. As with all of I-COM’s publications it has been researched by subject matter experts using the latest real-life examples. Their findings are fascinating and clearly demonstrate why attribution should not be undertaken on a whim. Instead, as clearly explained, proper attribution measurement for digital media can deliver significant value to any organisation willing to take the time to make the most of its superior results and metrics.”

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Specifically, the paper explores:
· The challenges with previous attribution models
· The definition of attribution
· Hurdles to the adoption of digital MTA
· The long-term cost of not changing to MTA
· The benefits of MTA

I-COM Attribution Council members are leading experts in the fields of econometrics, MMM and attribution and discuss best practices as well as the latest innovation in those fields.

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