Our comprehensive approach encompasses different types of tracking, including impression-based tracking, social, display, YouTube, email and search. We also analyse 2nd, 3rd and 4th return visitors.
Through our tracking services, we can consolidate the resulting data, ascertain which activities are contributing towards our clients’ goals and optimise content accordingly. Charting how effective combinations of channels are, and deconstructing how the conversion value can be shared between these channels is at the heart of what we do here at Terrier.
Through our attribution modelling services, our team can provide thorough insights into customer behaviour. This enables our clients to decipher the best way to apportion marketing budgets and subsequently, justify their choices. In this way, we can also optimise a campaign’s performance and clarify costs per attribution, or per impression. Measuring marketing metrics against business results means our clients can attribute every single piece of communication created with a marketing value. Attribution modelling is at the heart of our digital strategy work.
We can now monitor when a user watches a video ad and makes a purchase within 30 days through tools like Google’s Impression tracking. As our devices become inter-connected, in addition to their increased location tracking abilities, it would be easy to imagine a future where an impression of a digital billboard by an individual user can be tracked all the way through to conversion. This would result in a clear attribution model put in place outlining the ROI of that piece of outdoor display.