Multi-Touch Attribution Study on Impact of Facebook, Display + Search Marketing in Finance
Datalicious and Facebook answer the key question all marketers and agencies face - how to allocate their marketing and advertising budgets in the most effective way to drive sales, gain competitive advantage and generate ROI.
In this study, Datalicious analysed >700 million media touchpoints spread over >100 million purchase paths and 75,000 conversions across five months and seven brands to understand the true impact of various digital advertising channels using a multi-touch attribution model and comparing the results to those of a more traditional last-click approach.
Impact of Accurate Measurement
When switching to a modern multi-touch attribution model, we can see that some channels such as display are significantly undervalued in the more traditional last-click approach, simply because the last-click based models only give credit to clicks rather than ad impressions as well. The chart shows, that once ad impressions receive some partial credit as well, it becomes obvious that display advertising and Facebook ads contribute on average 830% more revenue than previously thought.
Media Spend Imbalance
The traditional last-click approach by definition favoured channels such as search, which are aimed at the lower part of the conversion funnel and are more geared towards generating clicks instead of brand awareness. Over the years this lack of accurate measurement has lead to an imbalance in media spend, with marketers investing more and more budget into direct response channels based on their flawed reporting and as a result neglecting brand awareness channels such as display.