"To really drive value from commercial effectiveness across the enterprise you have to have the confidence to move beyond silo'd digital attribution approaches and apply one attribution solution across the whole range of commercial investments of your business," said Nigel Foote, General Manager for EMEA at MMA.
Digital marketing spend has a dramatic impact on sales but digital marketing effectiveness is impacted by many factors, both internal and external, meaning that digital attribution can't be done in a silo. Offline media spend, sponsorship assets, celebrity endorsements, pricing, seasonality, competition, and so on – there's an endless mixture of synergies that impact on and are impacted on by digital and social media spend. The right attribution approach needs to take account of all these non-digital factors to be successful.
'Typical' approaches to digital attribution are often applied and used in a silo – when companies actually need to see attribution across all tactics, whether offline or online as part of Commercial Effectiveness. A Full Customer Attribution™ approach can radically transform business performance since it accurately reflects the complete business ecosystem, incorporating offline marketing and sponsorships (non-traceable), operational factors and critical external factors such as weather or the economy.
Marketing Management Analytics (MMA) is a unit of leading global custom market research company Ipsos. MMA provides leading analytics services for companies in consumer products, retail, restaurants, pharmaceuticals, durable goods, financial services, automotive, telecommunications and media & entertainment. For more information on MMA, visit www.mma.com.
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SOURCE Marketing Management Analytics