Marketing has an attribution problem.
The white paper breaks down marketing’s fundamental attribution problem and proposes a new transformational approach.
insights and articles
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Marketing's Attribution Problem (& Solution): A Market Theory Publication
This White Paper discusses the broader lack of economic theory and data science in the construction of attribution modelling.
It is MT’s intention to evolve marketing attribution and the modelling practice to identify real drivers of value, empower marketers to make better decisions and drive support for marketing within the C-Suite and across the organisation. This paper is going to formally introduce how Market Theory AI approaches causality networks in marketing attribution modelling to drive lasting growth for clients.
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Proving that paid media matters: A case study in marketing effectiveness and attribution
Industry: Management Consulting
Pain Points: Last Touch Attribution Misleading, Marketing Costs Unsustainable, Losing Value In Paid Media.
Methods: Causal Network Mapping, Time Series Econometrics, Lean Database Management.
Results: >75% Reduced Paid Media Waste, 6% Increase In M-O-M Qualified Leads, Integrated Channel Strategy. -
mapping the customer journey: A case study in revenue forecasting and market baskets
Industry: DTC Supplements E-Commerce
Pain Points: Imprecise Financial Management, Mismanaged Marketing Spend, Unsustainable Data Infra.
Methods: Market Basket Analysis, Time Series Econometric Modeling, Lean Database Management.
Results: Increased Customer Retention by >20%, Increased Average Order Amounts to Approx 1.5x the Initial Levels. -
brand health & engagement’s impact on retention: A case study in marketing analytics
Industry: Mobile Telecommunications Company
Pain Points: Constantly outspent by competition, Dealing with increasing acquisition costs, Wanted to focus on customer retention to improve margins and profitability.
Methods: Directional correlation analysis, Statistical Model calculating brand health, Model to compute brand health’s impact on churn.
Results: Brand engagement contributed to customer retention, +5% increase in retention, $48MM in retention value.
