The way people buy products and services has changed
The linear path-to-purchase of the past has been replaced by
complexity and unpredictability
Marketers now have many more levers at their disposal
Rapid decision making, informed by accurate data, is paramount to
Optimal results come from the right level of spend in the right mix of channels
But there are many obstacles in the way
OBSTACLE 1Siloed customer and performance data
When your customer and ad performance data live in several different systems it
becomes impossible to reconcile and leverage for better decisions.
OBSTACLE 2Advertiser double counting of conversions
Advertising platforms like Facebook and Google each use their own tracking and
leading to multiple platforms taking 100% of the credit for the same result.
OBSTACLE 3Flawed attribution models like last-touch
Relying on the last touch in a conversion funnel ignores all of the other influences
the path-to-purchase. The same flaw applies to other arbitrary, rules based models.
OBSTACLE 4Biased analysis and recommendations
Whether internal stakeholders or outside agencies, performance results are often
and interpreted with bias, conscious or not. This bias also guides recommendations
attribution model should be adopted.
Addressing these obstacles requires:
Once you have the ability to correctly measure
you can invest your next marketing dollar optimally
Increased Brand Value
That's why we built Trialfire
The only solution that uses proprietary full path-to-purchase tracking
and advanced collaborative game-theory attribution
NEXT STEP : RESOURCE
Learn more about why collaborative game-theory is the ideal approach
for marketing attribution.