Top Story


Home >> Digital >> Article

Data2Decisions launches new modelling approach 'Total Attribution'

Font Size   16
Data2Decisions launches new modelling approach 'Total Attribution'

Data2Decisions, the global marketing effectiveness consultancy, today announced the launch of a new modelling approach, Total Attribution, across its global network to measure and optimise all media and quantify how media influences the consumer journey to drive sales.

Total Attribution allows Data2Decisions to rigorously evaluate the whole media mix and help clients understand the consumer journey across all channels – online, offline, owned, earned, bought, and CRM – in one model. Using Data2Decisions’ expertise across a range of analytical techniques including econometrics, digital attribution, and consumer research, Total Attribution seamlessly combines techniques to provide a complete view of how well all media touch points are performing including granular detail on areas for improvement.

Analysis by Data2Decisions shows that taking a connected approach to measuring and optimising online and offline media can lead to ROI improvements of 25 per cent – 50 per cent, and exceeds what can be achieved through analytical approach.

Karl Weaver, CEO Data2Decisions, said, “Consumers now interact with brands in an intricate and complex way. If you’re not measuring how your media impacts consumer decision making at every step of their journey, from start to finish, online and offline, you’re simply not getting the full picture. Only by understanding the performance and connectivity of all your touch points can you fully leverage the consumer journey to harvest a sale. Our analytical solutions are oriented towards total sales, combining both digital and mass touch points. We don’t operate a siloed approach which gives us the competitive advantage to offer the best insight into our clients’ businesses across channels and better navigate the consumer journey than ever before.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular