So, we know that last click is dead, right? We live in a world where the terms omni-channel and multi-channel are commonplace terms, and where consumers take multiple variants on their path to purchase. For example, understanding that the TV ad may lead to a search that might lead to social and then back to the website requires marketers to truly define the role and impact of marketing channels so that they can use their marketing budgets efficiently.
Gain Theory have a deep understanding of how different media channels interact with each other and this helps build cross channel attribution models that accurately reflect how consumers are exposed to different media types. Our Cross Channel Attribution approach picks up where digital attribution leaves off, stretching beyond helping you to understand the true value that each online and offline channel is adding to the business, and how they interact with each other to drive a sale.