Digital campaigns require ‘split-funnel attribution’ to optimise marketing spend, says Quantcast in new guide

Rebecca Muir, product marketing, Quantcast, said: “As more digital marketers utilise more channels in their strategy to reach prospects, it’s important to understand the growing relationship between those channels and what works best for your business. Digital advertising has introduced new challenges and new opportunities in marketing attribution as not all attribution models provide the right incentives or measure the metrics that really matter.

“All too often, online marketers only give credit to the last ad seen before purchase, which entirely overlooks the crucial role played by prospecting ads viewed earlier in the sales process. This, in turn, can lead to future budgets being choked for these ‘unsung’ ads, despite the fact that they are hugely important in helping to drive traffic and sales your way.

“Quantcast is actively working with industry partners to move toward a split funnel attribution methodology for Display campaigns, where credit is divided between upper and lower funnel activities. This balances prospecting and retargeting efforts and allows marketers to optimise their campaigns by purposefully distributing the weight for upper and lower funnel tactics connected to a conversion.”

Muir believes that the new methodology allows businesses to allocate marketing budget more closely in line with business objectives, maximise conversions and significantly improve the performance of their digital marketing campaigns.