ARE YOUR ADVERTISING DOLLARS BEING WASTED?

Most marketers don't know how their advertising is really performing. That’s because industry standard measures like click through rate (CTR), post click and post impression attribution are not only inherently flawed, but are being widely manipulated by intermediaries, and often trick marketers into optimizing away from their best prospects.

Collective has developed a method that, for the first time, measures the true ROI generated from your ad spend.

Called Causal Attribution, this system analyzes individuals who undertook a specific action after having been exposed to an ad impression, compared with a random distribution of unexposed audience. By observing the rate of desired actions taken by both the test and control groups, we can calculate the lift caused by an ad campaign, as well as assess the real value associated with that impression. 

Unlike other methods, Causal Attribution can’t be gamed by selective targeting, doesn’t steal credit for un-influenced impulse or repeat conversions, and works independently of other marketing channels. It also shows you where your marketing might be failing.
We’ve been able to show clients not only how well their ads are working, but help them understand who their actual customers are, and then optimize towards a true ROI. This kind of full transparency isn’t available anywhere else.

KEY FINDINGS:

• Existing attribution solutions are either too subjective, misleading, or complex to provide a meaningful industry-standard for advertising measurement and misdirect marketers into making poor media decisions.
• In multiple live campaign tests, Collective's Causal Attribution approach provided an unbiased method of linking true ROI to advertising spend, including exposing campaigns that aren’t working.
• Causal Attribution data can be cascaded down to individual Audience Segments, providing rich insights into the types of users who are being influenced by the advertising (see chart below).
• Beyond measuring online conversions or their proxies, Causal Attribution can be used to measure offline conversions and brand lift.