Media Attribution: Optimising digital marketing spend in Financial Services

A multi touch attribution study on the role of Facebook, display and search marketing in Financial Services.

Datalicious answers the key question all advertisers face - how to allocate media budgets across channels to maximise overall return on advertising spend (ROAS) with a limited budget.

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The study summarises the results of the analysis of:

datalicious mta study overview

In the Datalicious Optimising digital marketing spend in Financial Services Study, we analysed 702 million media touch points across 104 million purchase paths and 75 thousand conversions across five months and seven brands to understand the true impact of digital media channels and the efficiencies to be gained by stepping away from traditional last-click style attribution.


Typical channel ROAS compaired to share of media spend

typical roas share media attribution

It’s time for marketers to mix-up their love affair with search advertising when allocating media budgets.

Accurate attribution results from the study demonstrate that display and Facebook ads should be credited for 830% more revenue on average than previously thought.

Find out how display advertising has come to be undervalued in a last-click attribution model, and how actioning multi-touch attribution insights can improve overall ROAS.


typical roas share media attribution

This is the largest study of its kind and shows that a better understanding of what prompts people to buy is vital in driving improved return on advertising spend (ROAS) and can even create a long-term advantage over competitors.

For many brands, taking a better look at their ROAS by embracing a multi-touch attribution method will see a radical shift in the way they spend their money.


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“This is the largest study of its kind and shows that a better understanding of what prompts people to buy is vital in driving improved ROAS and can even create a long-term advantage over competitors.”

Christian Bartens CEO Datalicious


Rock on

This research study was commissioned by Facebook, however all areas of the study were ultimately designed, managed and delivered by Datalicious. Facebook had no involvement in the data collection, development of the multi- touch attribution methodology or analysis and interpretation of the results. Facebook has not been provided with the results of any individual advertiser, publisher or search engine provider.