Attribution Audit
Prelim analysis of existing attribution on channels in media portfolio. Sensitivity analysis to calculate approximate contribution of media channel investments to business KPIs. Opportunity Analysis. Advanced attribution Strategy tailored for media portfolio and brand objectives.
Do an audit of your current media portfolio and the attribution results you are observing to estimate what might be media’s contribution to your business KPIs. Shape a measurement roadmap to get tighter estimates and make better investment decisions on your media portfolio.
Tentative Project Timeline [For illustrative purposes, your project timeline will be calibrated based on your project parameters]
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Week 1
- Shaping testable objectives
- Testing requirements, Sample datasets, simulating for statistical significance, Feasibility analysis, Holdout vs Scale approach, Budgets, Decision Matrix
- Discussion, Final design for flight, Signoff
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Week 2
- Communications with Platform account team and supporting test setup
- Test flight
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Week 3
- Process data for reads
- Initial read, multiplier analysis, triangulation analysis, sanity analysis
- Draft interpretations and recommendations. Discussion with the project stakeholder.
- Final read, Media mix decisions, presentation to broader stakeholders
High Level Scope
Distill Business Objectives into Measurement Objectives
Description of Activities
- Review of marketing measurement related business objectives and priorities.
- Review of business strategy and priorities [Eg: growth targets, efficiency targets, board/exec concerns and priorities]
Output
- Identify, shape and state Business Questions that can be answered via Marketing measurement.
Prelim Analysis of Existing Tracking and Measurement Systems
Description of Activities
- Preliminary review of Base Attribution & tracking systems (Web analytics, Platform reporting, Post Purchase Surveys, ecommerce and retail sales reporting)
- Review Sample reports
- Identifying taxonomy gaps, special cases
Output
- Establishing scope of measurement systems in place [channel coverage, metrics coverage, dimensions coverage, measurement rigor]
Sensitivity Analysis
Description of Activities
- Channel-wise analysis of performance reported by different measurement paradigms.
- Mock investment decisions by Channel
Output
- Sensitivity Analysis Report: Identify channels that are most sensitive to measurement paradigms
- Tracking Strength Report: Tracking strength by data source for each channel
Triangulation Analysis
Description of Activities
- Cross channel optimization and mock media mix investment strategy
- Opportunity Analysis: Rank order each testing opportunity prioritized for business impact and time constraints
Output
- Testing /MMM recommendations for each business question
Advanced Measurement Strategy
Description of Activities
- Base systems: Choice of tracking system for each channel [Web analytics, Platform reporting]
- Advanced Measurement system: Choice of business question vs Role of MMM, Geo testing, Scale testing, Split testing, Zip-level testing, CRM testing
Output
Measurement and Testing Recommendations
- Testing and/or MMM Roadmap
- Advanced Attribution Reporting Strategy
Testimonials
Case Studies
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Case Study: A DTC Use Case Using Post-Purchase Surveys For Advanced Attribution
Join Growth Marketer Eli Esagoff as he demonstrates the effective use of post-purchase surveys to estimate the revenue impact of various marketing channels.
Regular price $49 USDRegular priceUnit price per -
Rappi Case Study: Agile MMM
Casestudy review of how the Agile MMM project was proven beneficial for Rappi
Regular price $0 USDRegular priceUnit price per -
LaserAway Case Study : Triangulation Analysis with Multiplier Benchmarks, Geo testing and MMM
Case study presentation and discussion in M^2 advanced attribution masterclass on how Laseraway executed "test-learn-grow" using advanced attribution.
Regular price $0 USDRegular priceUnit price per
