eMarketer: Advancing Marketing Attribution, Part 2

Excerpt: To do this, Mindshare built its own internal tool called Synapse, which houses and organizes reporting from all attribution models. Once the insights are incorporated into the tool, Mindshare and its clients have access to both a holistic and a channel-by-channel level of understanding.

For example, if a client wanted to see what spending $X meant in terms of sales or meeting a particular KPI, they could. The client could also adjust spend levels to see how results might change over time, or under specific external influences. The tool also allows for Tableau-enabled reporting on more client-specific requests.

“You can see each channel’s individual contribution, but you can also add it together in a place where it’s visualized in a very simple fashion,” Mindshare’s Okoronkwo said. 

See more insights from Mindshare’s Ikechi Okoronkwo, Managing Director, Marketing Sciences, and Frank Puma, Investment Business Leader, in eMarketer’s full report.