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Redefining Attribution: Unlocking True Campaign Value Drives Significant Shifts in Media Spend

Enterprise B2B Client

Challenge

An enterprise B2B client was using last-touch attribution to measure media impact. This led to upper funnel media campaigns being undervalued and lower funnel media was prioritized. The result: diminishing returns.

Solution

To understand the true value of each campaign, an MMM was implemented to better understand the incremental return of marketing dollars.

Results

2-3 month onboarding vs. a standard 3-6+ month onboarding of standard MMM products
Marketing contributed to ~8X more leads than had been credited using last touch attribution
Brand campaigns delivered a 20% higher ROI than Non-brand campaigns over the past 3 years
The team confidently shifted spend towards channels with greater incremental impact, and away from those with poor incremental return
- -23% Paid Search Budget
- +167% Video Budget
- +82% Brand Social Budget

2-3 month onboarding vs. a standard 3-6+ month onboarding of standard MMM products
Marketing contributed to ~8X more leads than had been credited using last touch attribution
Brand campaigns delivered a 20% higher ROI than Non-brand campaigns over the past 3 years
The team confidently shifted spend towards channels with greater incremental impact, and away from those with poor incremental return
- -23% Paid Search Budget
- +167% Video Budget
- +82% Brand Social Budget

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