Based on the results of June 2016 research from Forrester Consulting and Visual IQ, marketers are using the attribution-informed insights from this algorithmic approach to develop more precise strategies for targeting and adjusting media spends. Three-quarters of US and UK marketing decision-makers in Forrester and Visual IQ’s study said they used attribution-informed insights to develop more precise reach strategies, while 71% used them to target more effectively. Another 67% said they used attribution-informed insights to better allocate media spends.
In fact, more rapid optimization of media spending across channels may be one of the most important benefits of this new software-driven attribution approach. Many marketers note that daily channel optimization is critical to their success in a variety of situations. When the same group of US and UK decision-makers in Forrester and Visual IQ’s study were asked about the critical time periods for daily channel optimization, 55% mentioned when their competitors were live in market, while 53% said at the start of campaigns and another 51% said during key sales seasons. Read the rest at eMarketer.