DDM - General & Digital

Telstra Optimized Digital Marketing Spend with Custom Media Attribution

Segment your customers and prospects to optimize your marketing campaigns

Issue link: https://resources.datadrivenmarketing.equifax.com/i/1028882

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Example of a Logistic Regression Model 2 Solution and Technique The agency developed a custom attribution model designed to provide accurate credits to each touch point in the path to conversion. The solution involved setting up a combination of container tag (SuperTag) and DoubleClick tags to gather the raw data. The data is then standardized and stored until required for data modeling. The approach uses logistic regression. The impact of each channel's ability/tactic to engage consumers likely to convert can be measured by conversion rates among paths where the channel tactic was present compared to those paths where the tactic was not present. Logistic regression is used to combine these channel tactics together and determine the relative impact of each channel when there are multiple tactics present or absent in path.

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