Download Response Attribution Solutions

Response Attribution Solutions
Employing an effective strategy for reliable and actionable
measurement of the return on your marketing investment
We live in extraordinary times for marketers today. Never before has there been so many
ways to communicate with our customers and prospects, yet few marketers have the ability
to truly measure the efficacy of their marketing campaigns. More difficult still is the ability
to truly allocate the budget correctly to ensure that the marketing spend is optimized.
The typical multi-channel marketer
is spending marketing dollars on
traditional media advertising, direct
mail, email, web, search, social and
online advertising. The ability to
understand the customer’s path to
purchase may not be clear. How do
marketers credibly measure their
marketing spend to effectively optimize
their return on investment?
Marketers need to start by asking these critical questions:
• What is the contribution of each
channel in a multi-channel marketing environment?
• How does one channel affect another?
• Which channels and campaigns
should get the most marketing spend?
• Are channels and campaigns working
together to maximize revenue and
satisfy customer demands?
Loyalty
Shares
Experian Response Attribution gives
marketers a consolidated view of
the impact of their multi-channel
marketing programs and actionable
measurement of the return on their
marketing investment.
Response Attribution supports multiple
approaches to measuring marketing
effectiveness based on awareness,
acquisition, retention and loyalty.
Our solutions are born from years of
experience in direct marketing attribution
and combine all response channels —
eCommerce, traditional retail, and call
center. Response Attribution allows the
marketer to include data from mass,
social, digital and traditional marketing
channels to measure the complete
path to purchase that your customers
are taking and effectively allocate the
marketing budget.
Awareness
Targets
Experiences
Searches
Friends
Browses
Acquisition
Retention
Nutures
Visits
Four complete methodologies
Our pragmatic approach includes
four distinct methodologies: Direct
Attribution, Inferred Attribution,
Fractional Allocation, and Touch-Point
Attribution – to allow for evolutionary
user adoption. Users will receive
standard and customized reporting
and be able to query and download
the results from data that is also
extractable for output.
Make better decisions on your
next promotional event with
accurate response allocation.
Direct single channel attribution
Direct Attribution methodology allows
organizations to accurately identify
relationships between your promotional
or delivery channel and response. It
also provides your organization with a
single system with which to view all of
your response reports. Simply provide
Experian with your promotional and
response data and we will do the heavy
lifting to match, attribute and provide
reports on your marketing events.
As an organization, you will now be able to:
• Get an accurate view on the impact of
your promotional event on response
• Effectively evaluate of event centric
promotions improve decision making
• Have a single point of reference to
truly measure your marketing efforts
• Easily set up and implement
• Gain insights through a dynamic data
visualization interface
Inferred attribution
Fractional allocation
Touch-Point attribution
Inferred Single Channel Attribution
methodology will quantify which
campaigns are driving the highest
returns on response and sales within
your marketing channel. Experian’s
complex matching algorithms can
allocate responses from any transaction
channel to any marketing event. Now
as an organization you can actually
understand the true value of your
marketing campaigns. Gain a greater
understanding of customer buying
habits to maximize future targeting
within your marketing channel.
Fractional Allocation methodology
is designed to bring the marketing
ecosystem into view and help marketers
realize the positive impact accurate
measurement can have on your future
marketing decisions. This iterative
process entails gathering and reviewing
information on your cross-channel
marketing programs and performance
to develop benchmarks used in our
algorithm that will drive your attribution.
Touch-Point Attribution methodology
is designed to analyze marketing
programs and determine appropriate
contribution while focusing on
incremental impact of each touch
point. This is a collaborative process
to work with marketers to gather cost
and performance data over a targeted
time window, perform a comprehensive
multi-dimensional analysis and generate
and validate attribution rules. This
analytical methodology ensures robust
reliable results that properly tested and
implemented into an actionable strategy.
It’s critical for marketers to
understand each channel’s
effectiveness as new channels
emerge to properly rationalize
your marketing strategy.
Answer questions such as:
• How much revenue in store did the
email campaign generate?
• How much time does it take between
the in-home window on my direct mail
for the average consumer to purchase?
• Which display ads generate the most
response and sales?
Powerful dashboard and ad hoc
reporting gives you insight to really
understand what types of offers
or channel specific events were
successful and those which are less than stellar performers.
Our sophisticated matching and intuitive,
flexible algorithm combine to deliver:
• A more concise view of your marketing
ecosystem’s impact on customer
response behavior
• A clear understanding of how your
marketing efforts work together to
drive response
• A true picture of the return on
marketing investment
• Greater insight to cross channel
customer behavior
• Data driven results, via a dynamic
visualization interface, that will
direct future marketing and
budgeting strategies
• Accurate view on the impact of your
promotional event or events on response
• Effective evaluation of event centric
promotions to improve decision making
• Detailed response results, via a
dynamic visualization interface,
provide a better understanding of
buying habits
Employ an effective
analytical strategy for
reliable and actionable
measurement of return on marketing investment.
These sophisticated and sound
principles deliver a result that enables:
• Accurate evaluation of marketing
return across channels and programs
• Effective development of customer
contact strategies across channels
• Measurable impact of each channel on customer behavior
Let Experian Marketing Services help you solve the measurement
challenge. Contact your Experian sales representative or reach us
at 1 877 870 5663 or email at [email protected].
Experian Marketing Services
955 American Lane
Schaumburg, IL 60173
1 800 918 8960
www.experian.com/marketingservices
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Experian and the Experian marks used herein are service marks or
registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the
property of their respective owners.
06/12