Attribution Model ~ You Had Me at Hello
In one of the most memorable scenes of the movie Jerry Maguire, Jerry returns to Renee Zellweger realizing that everything in his life has no meaning without her. And in a heart-felt soliloquy, he says, “You complete me.”
Once he realized what completed him…great things began to happen.
So what does Jerry Maguire, Renee Zellweger, and completeness have to do with an online media attribution model?
More than you might think.
Online advertising is the most accountable form of advertising on earth, but today’s online measurement systems–are woefully incomplete.
Imagine you’re managing a multi-million dollar online ad budget. And you learn that today’s outdated online ad tracking systems give 100% transaction credit to the very last clicked or last viewed ad before an online transaction.
Example: if four Internet ads contribute to a transaction; today’s outdated systems allocate entire credit to the fourth, last ad–ignoring the first three ads, which actually drove the revenue.
Zero credit to revenue drivers, and 100% credit to the last ad placed. Severely incomplete.
But enter the full funnel media attribution model (disclosure…I’m the CEO of C3 Metrics). Robust media attribution systems like this recognize credit should be assigned to a team of Internet ads versus the last ad.
How does actual attribution modeling work?
At a basic level, C3 assigns credit to Originators, Assists, and Converters within a transaction.
A media attribution model should capture all online media sources from the top of the funnel where sales are originated…all the way down to the very bottom of the funnel. So in a $100
transaction, an Originator would receive a fraction of $100 attributed to them—and the Assist and Converter also receive fractional credit of the $100 amount attributed to them respectively.
So 100% of revenue credit is attributed and split among Originators, Assists, and Converters—accounting for the actual drivers of revenue, and matched to media cost to then determine, you guessed it, return on investment (a simple ratio C3 calls, Attributed Revenue-to-Spend Ratio).
Using a media attribution model capturing any form of paid media in real-time (especially Display), is beginning to catch on with online advertisers—making them fully complete.
After Jerry Maguire recognized what made him complete, wonderful things began to happen. You’ll remember the line Cuba Gooding, Jr made famous, “Show me the money!”
Show Me the Money
Now let’s show you the money – results from the longest-running attribution study (2 yrs) of its kind:
- Seven-figure efficiency creation in the advertiser’s online ad budget
- Display ROI improvement of 160%
- Search ROI improvement of 98%
- Accurate economic model to measure affiliate performance
Show me the money? Full funnel attribution from C3 Metrics showed millions of dollars in profit.
When will you become complete? Download the white paper now.
