Multi-touch attribution: A case study in automotive media optimisation
Abstract
Multi-touch attribution is a foundation of proper reporting and media optimisation. In the absence of e-commerce, an alternative to direct sales must be developed in order to properly value the credit of each visitor touched by media. This paper uses an automotive marketing case study to illustrate how a Markov-based approach to attribution can be applied to customer digital interactions to form a causal relationship with sales. Once the relationship between consumer digital behavioural data is combined with the brand’s media executions, media optimisation including saturation analysis is enabled.
The full article is available to subscribers to the journal.
Author's Biography
Jonathan Prantner is Chief Analytics Officer and co-founder of RXA, where he leads efforts surrounding applied artificial and machine learning as well as integrating advanced analytics with data visualisation platforms. Jonathan’s career has spanned educational research, automotive, consumer packaged goods, travel and healthcare. Jonathan is a celebrated thought-leader and recipient of multiple data science patents whose approach to applied mathematics has pushed analytics to the limits for over two decades.
Citation
Prantner, Jonathan (2019, May 9). Multi-touch attribution: A case study in automotive media optimisation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 1. https://doi.org/10.69554/OOEH7400.
Publications LLP