Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Unified Marketing Measurement (UMM) extends Funnel dynamic multi-touch attribution. It models channel performance similar to marketing mix modeling on highly aggregated data. The goal is to evaluate advertising performance across all channels and measures in one attribution model. UMM combines tactical digital attribution with strategic marketing mix modeling.
UMM can also quantify the effect of offline advertising measures on classic online brand traffic (paid search, direct, SEO).
Is UMM right for you?
UMM is suitable for companies that:
invest in offline marketing measures in addition to online marketing, such as print, unaddressed direct mail, posters, and radio
have a high volume of organic or brand traffic
are highly affected by seasonality
What can you expect when you integrate UMM?
UMM channels significantly influence the performance of organic channels. When you integrate a UMM channel into your existing setup, organic channels show this effect:
Organic channels deliver part of their conversions to the UMM channel. Which organic channel is most strongly influenced depends on the UMM channel.
Example: The XYZ radio campaign generated 500 direct conversions, 200 paid search conversions, and 150 SEO conversions.
Which marketing measures and channels can you map with UMM?
In general, you can map all offline measures that could have a branding effect, such as radio, poster advertising, and direct mail.
You can also include other effects, such as trade fairs, product launches, and sponsoring appearances.
How must you deliver data, and do you need a data history?
Provide all data according to our data template. One-time modeling requires approximately 2 years of data history. Further modeling is then fully automated.
You can decide delivery frequency on a case-by-case basis. This can be a one-time delivery, or weekly or monthly. More frequent delivery is usually not necessary for offline channels because of the aggregation level.
How can you use the results?
Case I - Seasonal effects on the baseline
The basis of UMM modeling is the baseline. The baseline shows the share of conversions that would be generated without marketing.
In many cases, the baseline reacts to seasonal effects. In some seasons, the share of non-marketing-influenced purchases is higher than at other times.
Depending on the seasonal effect, you may need to increase or decrease marketing spend to achieve the same result. When the seasonal effect is high, you can invest less in marketing because seasonality generates more conversions without marketing.
Currently, the baseline is available only in our backend, but it will be available in the UI soon.
Case II - Budget planning for offline channels
Classic offline channels are often cost-intensive and follow longer budgeting cycles than online marketing. UMM provides a solid basis for decision-making. You can use UMM for budget planning across individual measures, taking into account seasonal factors and other offline measures.
What else should you consider?
The model can only be as good as the data it is based on. Always maintain consistent data quality.
The UMM feature is currently in beta. The model is under active development and figures are checked regularly. There may still be isolated changes and fluctuations in the figures.