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Redefining Attribution: Unlocking True Campaign Value Drives Significant Shifts in Media Spend

Enterprise B2B Client

Challenge

An enterprise B2B client was using last-touch attribution to measure media impact. This led to upper funnel media campaigns being undervalued and lower funnel media was prioritized. The result: diminishing returns.

An enterprise B2B client was using last-touch attribution to measure media impact. This led to upper funnel media campaigns being undervalued and lower funnel media was prioritized. The result: diminishing returns.

Solution

To understand the true value of each campaign, an MMM was implemented to better understand the incremental return of marketing dollars.

To understand the true value of each campaign, an MMM was implemented to better understand the incremental return of marketing dollars.

Results

  • 2-3 month onboarding vs. a standard 3-6+ month onboarding of standard MMM products

  • Marketing contributed to ~8X more leads than had been credited using last touch attribution

  • Brand campaigns delivered a 20% higher ROI than Non-brand campaigns over the past 3 years

  • The team confidently shifted spend towards channels with greater incremental impact, and away from those with poor incremental return

    • -23% Paid Search Budget

    • +167% Video Budget

    • +82% Brand Social Budget

  • 2-3 month onboarding vs. a standard 3-6+ month onboarding of standard MMM products

  • Marketing contributed to ~8X more leads than had been credited using last touch attribution

  • Brand campaigns delivered a 20% higher ROI than Non-brand campaigns over the past 3 years

  • The team confidently shifted spend towards channels with greater incremental impact, and away from those with poor incremental return

    • -23% Paid Search Budget

    • +167% Video Budget

    • +82% Brand Social Budget

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