‘Attribution’ can be one of the scariest words in the marketer’s vocabulary. In media campaigns, it might conjure up images of dashboards with little to no distinction between vital and unimportant data, complex models, multi-touch frameworks, and meetings where marketers try to decipher it all in front of both peers and company leadership. Unless you have an advanced degree in Data Science, attribution can be (and often is) a nightmare.
What’s worse: thanks to the complexity of attribution, it can feel like you’re missing out on critical insights into campaign performance. But let’s take a deep breath and focus on some good news:
You don’t need to be a Data Scientist to prove the real-world impact of your campaigns anymore.
Your marketing efforts should translate directly into tangible business outcomes without requiring you to spend hours tracking individual interactions across your digital channels. Outcomes like:
- Increased Foot Traffic: Are more people walking through your doors after seeing your ads?
- Significant Sales Lift: Is your media driving revenue?
- Measurable Market Share Growth: Are you truly gaining ground on your competitors?
These are the metrics that really matter to your bottom line.
Ready for some even better news?
With GroundTruth, you can directly attribute each of these metrics back to your ads.
When Attribution Models Don’t Work
While sophisticated attribution models have their place (typically, underneath a massive campaign budget), many marketers find that they introduce more complexity than clarity. Rather than providing clear insight into which ads and placements worked and which didn’t, the complexity of attribution models too often produces unintended consequences, like:
- Obscures the “Why”: When you’re drowning in data points and fractional credit, it becomes harder to understand why a campaign is working (or isn’t).
- Delays Actionability: The more layers of analysis, the longer it takes to arrive at an answer, which can radically slow real-time optimization.
- Requires Specialized Expertise: Many models are sophisticated enough to require dedicated analysts, adding to your operational costs and resource drain.
Simply put, Attribution Models can work well, but they are expensive, resource-intensive, complicated, and time-consuming
GroundTruth Simplifies and Delivers
Accurate attribution shouldn’t have to cost a fortune and require a whole team to operate. GroundTruth proves it by focusing on what really drives business success: real-world behavior.
Our proprietary Blueprint location technology, coupled with our deep understanding of how consumers act, connects media to actual offline interactions, like in-store sales, foot traffic, and check growth. Instead of having to choose between devoting your entire work week to attribution or presenting a report full of clicks, impressions, and likes, GroundTruth shows you real business results at a click:
- Direct Measurement of Foot Traffic: We don’t infer visits, we measure them. Our deterministic foot traffic attribution directly links ad exposure to in-store visits, giving you undeniable proof of your campaign’s effectiveness. See how many people who saw your ad then visited your location.
- Verified Sales Lift (Coming Soon for Even More Businesses): While some of our clients already have this through our robust partnerships, this integration will soon be available to GroundTruth users across the board. We’re always looking for new ways to tie ads to real business results. Verified Sales Lift is just our next step.
- Visibility into Market Share Growth: Are you attracting customers who might otherwise go to a competitor? We can show you. Through our visibility into foot traffic patterns and behavior-based market dynamics, GroundTruth helps you see if your campaigns are truly shifting market share in your favor.
- Insights You Can Act On: Our platform is designed to provide clear, actionable insights. You’ll see what’s working, what’s not, and how to optimize your campaigns for even better performance, fast.
- Focus on the Results: We answer the question: “So what did my media campaign actually do for my business?” quickly, simply, and intuitively. No more guesswork.
Simple Attribution You Can Count On
If you’re tired of having to choose between complicated, expensive attribution models and vanity metrics, GroundTruth Ads Manager is ready and waiting for you. Stop getting bogged down with details, start making calls that generate revenue, then prove it.
Get started with a GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). If you have any questions, don’t hesitate to contact us.