Channel Mix Allocation

There are hundreds of different ways marketers can spend their budget and resources. Since they must pick and choose which of those to invest in, attribution informs marketers where to place their bets, as well as when and where to double-down.

Channel efficiency metrics allow the marketing team to reallocate budget to grow faster and cheaper with the optimal mix. The old saying in marketing is “half of our money is being wasted, we just don’t know which half.” Marketing analytics is helping solve that, and advanced attribution is getting marketers even closer to zero waste. With advanced, multi-touch attribution, marketers are able to see exactly what channels and content is working and scale their spend up or down accordingly.
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