Ebiquity, an independent, global leader in marketing and media analytics, has announced the launch of a new service called Total View Attribution.
The service enables clients to improve the return on investment (ROI) of their media, by enabling them to understand which media channels and campaigns (both online and offline in combination) are the most effective and therefore warrant increased investment.
Total View Attribution will examine the totality of marketing and media investments, and is driven by custom-built calculations that are transparent to advertisers. A recent study into attribution by Gartner, described the current market as being in a “trough of disillusion.” As current solutions are under-performing versus advertiser expectations. Total View Attribution sets a new standard in the market.
Ebiquity’s service is addressing the need for advertisers to evaluate the impact of the range of channels, including broadcast and digital, and how they work together, including the specific contribution of each digital channel. It will enable advertisers to make better informed and transparent choices about where to increase investment, cut wastage and improve profitability.
Mike Campbell, head of international effectiveness, Ebiquity, said: “The Total View Attribution service provides a multi-channel solution for advertisers, putting digital media effectiveness in context with offline media. The service will enable clients to improve the ROI of their total media investments in an independent, efficient and transparent manner. We are looking forward to working with clients across geographies and industries to improve their profitability.”
Ebiquity’s team of independent data analysts, with more than 20 years’ experience across thousands of marketing effectiveness projects, provide the ‘real world’ interpretation of the attribution results, and its implementation in commercial decision-making.