In 2014, Google added to its already-vast repertoire by acquiring Adometry, a company that specialized in marketing attribution. After absorbing the company, Google moved Adometry under the umbrella of its Attribution 360 tool, which is a component of the larger Analytics 360 suite. Here are the basics you need to know about these important tools.
Why Is Marketing Attribution Important?
What is adometry and what makes it so important! Marketing attribution increases the granularity of your marketing analysis. Instead of simply accepting the fact that your latest campaign seemed to produce increased revenue, you can zoom in on specific elements, such as banner ads or Google Snippets, to reveal and quantify the precise effects of each component.
Marketers who want to learn more about the influence of their different advertising tools can use Attribution 360 to measure impact more accurately and potentially improve resource usage. The applications aren’t limited to digital marketing either. Attribution 360 analysis can also be applied to traditional outreach with its Offline Conversion Connector, and a special TV Attribution tool helps you make sense of ads like commercials.
Making Sense of the Results
Once you’ve collected data on your various marketing efforts, there are many ways to model and correlate growth statistics. Google Attribution 360 employs machine-learning models and algorithmic
techniques that measure the impacts of each individual ad on conversions and filter out noise. By viewing extensive data sets and selectively eliminating certain marketing efforts or events, you can easily determine whether an outreach project actually has an impact and how much change it created.
Attribution 360 also offers a marketing-mix modeling option that lets you examine overall performance and individual attribution. You can even apply econometric lag regression modeling tools to different channels to adjust for outside factors, like competition, impromptu promotion or even unusual market conditions.
Connecting Data to Decision Making
One of the biggest strengths of Google Attribution 360 is its dashboard-oriented workflow. Users get to view multiple data streams from a central location, and you can customize key performance indicators, metrics, visualizations and other important settings. Notably, the tools also integrate well with the rest of Google’s Analytics 360 Suite products, like Tag Manager 360, Optimize 360, Data Studio 360 and Audience Center 360, making it easier to perform high-level marketing management tasks.
Attribution 360 users include a long list of major companies that have solved unique marketing and engagement problems. Media agency Carat USA implemented it to help a global automotive brand discover which display types delivered the most conversion lift and what kind of content increased ROI. Lasik Plus discovered how to move from a last-click model that left it blind to non-search-engine conversions and expand their data to account for other critical channels. Retailer ideeli was able to increase member sign-ups while reducing outreach costs by 14 percent.
Clearly, Attribution 360 has a lot of potential. Companies that want to set it up on their sites can either contact Google directly or go through one of many authorized partners. I hope this explains what adometry is and why its going to be an important part of every marketing campaign in the future.