Report details value of integrating multi-touch attribution models for CPG brands
IRI’s offline sales data is composed of 350 million loyalty cards, which translates into 107 million individual households.
Today’s marketers face the challenge of measuring the impact of online impressions, offline activity and purchases. However, through the convergence of advanced data, advertising technology and media, CPG marketers are able to tap into a hybrid of multi-touch attribution (MTA) and cross-channel measurement to gain actionable campaign insights, even for lower price point, high-frequency consumer purchases. Marketers who take advantage of these unique in-flight optimization opportunities may be able to improve their return on advertising spend by 80%, according to “Pinpointing Campaign Attribution Through Multiple Touchpoints: A View into MTA for CPG Brands,”a report presented by IRI, Chicago.
The MTA model takes a bottom-up, granular, user-centric approach and combines the touchpoints longitudinally, giving marketers more real-time and long-term optimization potential. Unfortunately, given the unique dynamics of CPG, there is no single industry solution that can merge online and offline touchpoints into one cohesive, rapid and actionable MTA model. IRI outlines a unique and approachable solve by offering an attribution model that resembles MTA with features of marketing mix combined with a more granular cross-channel lift solution.