Ebiquity Viewpoint: Understanding Total View Attribution


Most total view attribution solutions fail to account for non-digital media as they apply arbitrary rules that don’t let the data decide what’s working and why.

A better approach is a hybrid of top-down econometrics and bottom-up attribution to develop a full understanding of what is driving the conversion goal and true value of each touch point.

Knowing which activities, inputs and channels trigger behaviour most effectively on customer journeys enables marketers to make more of the right media choices and eliminate those don’t deliver for them. The era of evidence-based decision-making is upon us.

Mike Campbell, Head of International Effectiveness at Ebiquity and Patrik Sahlin, Principal Consultant in our International Effectiveness practice discuss knowing which activities, inputs, and channels, trigger behavior most effectively on customer journeys. Enabling marketers to make more of the right media choices and eliminate those that don’t deliver for them.

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About Author

Head of International Effectiveness

Mike leads Ebiquity’s International Effectiveness Group, which undertakes multi-territory modelling, testing and consultancy to help brands optimise their ROI across markets. Prior to joining, Mike spent 12 years at Ninah Consulting as Managing Director of its London office and Global Head of its FMCG Centre of Excellence, working with companies such as Nestlé, Diageo and General Mills. Prior to Ninah, Mike commercially headed up IRI’s modelling practice in Europe.

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