Incorporating customer segmentation into attribution to unlock £millions in ROI

Question: What’s the data insight that I’ve seen unlock £ millions more value in ROI from analytics?

Answer: Incorporating customer segmentation into the understanding of customer journeys

“It is astonishing to consider that most attribution models attribute new and existing customers in exactly the same way, when we know their purchase behaviour is very different”.

This is a particular bugbear of mine with the move of analytics to first party data alongside new machine learning techniques that are able to spot patterns in the data which are not obvious to a human analyst.

These customer level segmentations can now be incorporated into a custom predictive attribution model that blends marketing signals with analytics and human behaviour.

And this is the key that unlocks millions more £ of ROI for marketing teams.

It was great to contribute this and other best practice tips to Econsultancy‘s latest guide on “Measuring and Driving Digital Marketing Effectiveness”. 

Full report only available to Econsultancy members

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If you want to learn more about expert data analytics and custom attribution using machine learning, or are interested in how Metageni can help you use your data to grow online, then do get in touch with us: [email protected]

And check out our free guidebook on marketing measurement.