5 Common Misconceptions (And Realities) About Multi-Touch Attribution
We see in print and hear during conversations a number of perceptions and misconceptions about Multi-Touch Attribution. So, we’re going to address the top 5 today. These aren’t end-all-be-all responses, but they do provide some context and color in considering how MTA works, and how it fits within measurement programs.
#1 Misconception: MTA can be done in-house
Reality: A great systems and services partner significantly increases the odds of a successful program
Great outcomes from measurement and analytic programs require excellent support across data ingestion, modeling, analytics and program support. C3 Metrics brings those four forces together, leveraging our investments in product and support, and focusing on client-specific needs and objectives. We’re independent from all advertising channels, and our success can be tied directly to a program’s success; absolutely no other agenda items.
C3 Metrics adds to program resources, and complements people, processes and technology already in place.
#2 Misconception: MTA models are black boxes
Reality: C3 Metrics provides high visibility to modeling decisions and selections
Perfect is truly the enemy of great. And, we’re trying to provide great, usable data, in a format and timeline that will impact decisions and results. MTA programs are much better off when they build confidence around output, and present alternatives and opinions for discussion. So, we’ll always err on the side of highlighting the model decisions, and work to identify areas where we can improve.
#3 Misconception: Alternative measurement approaches, like incrementality, make MTA obsolete
Reality: MTA is a versatile tool, supporting multiple objectives and program goals
We’ll be the first to admit that MTA-based programs are not for everyone. Our most successful relationships tend to share characteristics, and we put together a Scorecard that helps identify situations more likely to work. MTA is a powerful tool, and C3 Metrics is a great working partner for the right clients.
MTA programs are typically faster than MMM, more sustainable than A/B or geo-testing, and more flexible than aggregated reporting and in-house analyses.
#4 Misconception: MTA is dependent on third party cookies and other privacy-prohibited data
Reality: MTA is a great source of, and repository for, first party data
C3 Metrics’ MTA programs are a great source of first party data, powering data-based decisions on their own, and in concert with CDPs and other efforts. As a rule, C3 Metrics does not collect data that would be subject to most privacy regulations. And our tag-based infrastructure is dedicated to measurement and analytics, not retargeting or other ‘creepy’ usage of consumer information. We can work with existing identity resolution and device-graph relationships, but we don’t share data outside a specific client engagement.
An investment in C3 Metrics is an investment in a future-proofed, cookie-less world.
#5 Misconception: MTA provides data in real-time.
Reality: Attribution results are available as consumer journeys complete and channels report.
C3 provides ‘real-time’ access to a dashboard, with model results. But, results come in over time, and are best viewed and analyzed after the source data has been qualified, and several buying cycles are completed. MTA looks back from results, and works to look back through the entire journey. For some D2C purchases with digitally-focused advertising, that may be a day or two. For a B2B, television-rich campaign, that could be six months or more.
We establish and reinforce timing expectations from the first conversation onward.
If MTA is on the company radar, awesome. Let us know what you are thinking about, and we can give you specific feedback on the goals, MTA’s fit, and C3’s ability to help.
