When consumers buy a product at a supermarket, a car at a dealer, a trip online, or an insurance policy through a broker, how do we know which marketing projects have impacted those acts of purchase? Which was the influence of those projects in each decision-making process? This is “the” recurring challenge marketing departments must face if they want to link their activities to the business. This is where most known attribution models fall short in pinpointing the genuine impact of marketing on a business’s bottom line.
Today, almost every attribution model used in digital media can isolate which acts of purchase have been impacted by the marketing campaign. But almost all of them fail to show the influence of such a campaign on the decision-making process of clients. In the off-line world, it is even worse, as marketers struggle to find ways to trace acts of purchase to their several originating touchpoints.