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Multi-touch attribution: A case study in automotive media optimisation

Author

Listed:
  • Prantner, Jonathan

    (Chief Analytics Officer and co-founder, RXA, USA)

Abstract

Multi-touch attribution is a foundation of proper reporting and media optimisation. In the absence of e-commerce, an alternative to direct sales must be developed in order to properly value the credit of each visitor touched by media. This paper uses an automotive marketing case study to illustrate how a Markov-based approach to attribution can be applied to customer digital interactions to form a causal relationship with sales. Once the relationship between consumer digital behavioural data is combined with the brand’s media executions, media optimisation including saturation analysis is enabled.

Suggested Citation

  • Prantner, Jonathan, 2019. "Multi-touch attribution: A case study in automotive media optimisation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(1), pages 45-53, May.
    • Handle: RePEc:aza:ama000:y:2019:v:5:i:1:p:45-53
    as

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    More about this item

    Keywords

    multi-touch attribution; media mix; website analytics; Markov; customer journey; automotive;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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