C3 Metrics :: SaaS model brings simple ad attribution to advertisers

I expect most planners and buyers remember when Atlas started making noises about an offering to help brands get more sophisticated in attributing sales revenue to various digital marketing tactics. The idea was simple – rather than attributing 100% of revenue to the last click, attribution modeling used analytics to determine the value that different tactics played in contributing to the sale.

C3 Metrics is a SaaS solution that wants to end such short-sighted thinking by providing an easy to use solution to calculate the true value of all marketing tactics in driving that final sale. The company promises that using its approach, brands can focus on optimizing their mix by spending the right amount of money at each stage, with progressive optimization by shifting dollars to over performing tactics at each stage of the buying funnel.

C3 creates a sensible single metric by which it evaluates tactics at every stage of the buying funnel.

While a single metric may make some of you scoff and think “oversimplification much?” it’s actually rather ingenious, and the specifics of it blew me away.

By radically simplifying the math and the analytics, C3 makes it all eminently more actionable.

Download the White Paper now or read the entire article at ad:tech