In a multichannel or omnichannel digital activation rationale, challenges around understanding the customer journey are becoming increasingly strategic, primarily due to multiple touchpoints.
In addition to reconstructing customer journeys, attribution helps to answer a financial question that many advertisers ask themselves: am I investing the right media budget in my levers? How do I optimise my media mix to improve my performances?
We assisted our client with the challenge of its existing attribution model. Our role consisted of:
This study uncovered three key points: