By default, digital marketing platforms like AdWords, Bing, DoubleClick and Yahoo give all credit for a conversion to the last click that leads a customer to your site. But a significant number of conversions may involve several interactions—clicks on display ads and natural search results, as well as paid search clicks driven by shopping campaigns, generic or brand keywords, and other biddable items. By understanding how these interactions work together to drive conversions, you can find more efficient ways to distribute your spend. For example, you may learn that by shifting some spend to generic keywords, you can increase conversions while keeping overall costs flat.
These models determine which touch points (impressions and clicks) are responsible for your conversions and where and how much credit should be allocated to each contributing entity. The insights of Shapley Value Attribution Modelling (Lloyd Shapley won a Nobel Prize for this method and TMI are big fans of the guy) allow our clients to nurture the consumer journey interactions yielding the results you desire and prune the ones that don’t.
Reporting is also a major source of information, accessible by our highly customizable reports, enabling you to choose the exact combination of engine metrics and date ranges most suited to your informational needs. Whether it be viewing basic campaign summaries with the Summary Report, or gathering deeper insights with the Insights Report, we have the tools to access the data the way you need it.