Unlocking the Power of Multi-Touch Attribution for Television

Multi-touch attribution is a marketing model that tracks and analyzes all of a customer’s interactions with a brand before making a purchase decision. In other words, it seeks to ascertain which marketing channels a customer has interacted with, and which of these interactions had the greatest influence on their decision to purchase a product or service.

The Challenges of TV Attribution in a Multi-Touch Model

Multi-touch attribution has become an essential component of marketing in recent years, particularly in the digital space. The same cannot be said for television advertising, where attribution models are rudimentary, if not non-existent in some cases. To bridge this gap, companies have developed advanced TV attribution models that track the impact of TV advertising on customer behavior using automatic content recognition (ACR) data, home IP addresses, and web key performance indicators (KPIs).

Advanced TV Attribution Model: How It Works and Why It Matters

The ability to measure TV impressions in a digital-like manner is a critical component of a true multi-touch attribution model for television. This is accomplished by treating television sets as digital devices and detecting customer behavior with ACR technologies. ACR data, on the other hand, is a complex technology that requires expertise and understanding to use effectively.

The ability to track web KPIs accurately and at scale is another critical component of a multi-touch attribution model. Web KPIs are critical because they enable marketers to reach the top of the funnel and establish a direct link between TV impressions and customer behavior. Tracking web KPIs at scale, on the other hand, is difficult and requires a connected fabric that can accurately link customer interactions across different touchpoints.

The final component of a multi-touch attribution model is a rigorous analytics process that employs actionable methodologies that are applicable to how TV is purchased rather than how digital is purchased. This necessitates a thorough understanding of the television advertising market as well as the ability to generate repeatable and actionable analytics.

Finally, multi-touch attribution is an important aspect of modern marketing, and companies. These models provide a more accurate and holistic view of how TV advertising influences customer behavior by utilizing ACR data, home IP addresses, and web KPIs. While multi-touch attribution models are complex and require expertise and understanding to use effectively, they provide enormous benefits to marketers seeking to better understand the impact of their advertising campaigns.