Marketing Attribution

UniFida includes AI-driven marketing attribution ‘out of the box’.

 

Knowing how well your marketing channels are performing is a fundamental benefit of a good customer data platform. That’s why UniFida includes marketing attribution out of the box.  It looks at all online and offline events in the 90 days before a sale. Then, using proprietary AI to weight them, it shows the contribution made by each active marketing channel and campaign - from Google PPC to catalogues or email.

How does UniFida Marketing Attribution work?

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UniFida ingests data from all your online and offline sources, including direct mail, paid digital, affiliates, social, email, website and call centre creating a single customer view across all personal identifiers.

Using this combined data, it automatically builds a table of every event preceding each sale in a 90-day window.

 

We use AI to attribute weightings automatically to each event and allocate the value of each sale relative to the events that led up to it.

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What does UniFida Marketing Attribution deliver?

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Contribution - Reports the contribution of each direct channel, as well as its ROI

Activity links - Channels can include any activity directly linkable to a customer, such as email opens, direct mail, SMS, call centre, retail visits, social, Google PPC, direct search

Identifying customers - Distinguishing between new and existing customers, filtered by when and what they buy

Sales contribution - Reveals how many sales each channel and campaign contribute, and provides an audit trail linking every order to all the events that preceded them