Introduction to Multi-Channel Conversion Modeling

The digital age has created new opportunities for marketers to engage with existing and potential customers, but the fundamental attribution questions remain the same. Marketers and their stakeholders want to understand what credit should be attributed to each marketing factor and channel to explain the influence on sales. Multi-Channel Conversion Modeling can help.

Different tactics designed to support varying marketing objectives are naturally going to be more effective in certain marketing channels and have different impacts on existing and potential customers.  Historically you had two options:

• Marketing Mix Modeling (MMM) –  A top down approach that correlates sales to traditional media spend
• Digital Attribution (DA) – A bottom up approach that allows you to correlate specific digital spend to specific desired outcomes.

Both are valuable approaches but MMM does not always allow you to measure the impact of traditional media on digital and DA does not allow you to measure traditional media’s impact across all your earned and paid digital media.

Therefore, marketing managers need an improved process to better invest future resources across the multitude of tactics, objectives, and channels available.

MAP and Unified Multi Channel Modeling provides a fresh perspective on multichannel attribution with a simple goal: to accelerate your marketing investment return while minimizing cycle time from insights into action.

And our self service platform GNAVIGO puts the power of these models and insights into the hands of more marketers and data scientists across your organization.

In this short introductory video to Multi-Channel Conversion Marketing (MCM), Jim Friedman

• Co-founder of Marketing Management Analytics (MMA), often considered the research firm responsible for commercializing Marketing Mix Modeling in the early 1980s
• Founder and CEO of ImmediateFX, the first technology-enabled, continuous marketing analytics firm in the late 90s, (which sold to IRI Worldwide)
• Co-Founder and CEO of Marketing Attribution Partners, the first Multi-Channel Conversion Modeling firm offering a self-service platform

explains the science, the business benefits and the competitive advantages a Multi-Chanel Conversion Mode and self service platform (GNAVIGO ) can provide for your marketing and decision science teams.

• Identify the most influential conversion points in a vertical-specific customer decision journey
• Utilize a transparent and proven model to evaluate performance and automatically update results
• Understand with precision how specific messages and media performed along the conversion path
• Unlimited scenario planning and forecasting
• Set concrete KPIs for your entire team
• Allow marketers to discover impactful insights faster
• Immediately incorporate learnings into your tactics and overall spend