Regression Based Attribution (RBA)
Effectiveness Evaluation Model in a Cookie-Free World. Regression-Based Attribution (RBA) can be seen as an alternative to Multi-Touch Attribution (MTA) as it also focuses on the effectiveness of digital media. It uses similar methods to full-scale Marketing Mix Modeling (MMM), but is specifically applied to digital marketing efforts.
RBA Models in Digital Marketing: Benefits and Efficiency
In most cases, Regression-Based Attribution (RBA) models can be created using the same datasets as traditional attribution, which significantly shortens the time needed for analysis compared to the classical MMM approach.
Even in its simplest form, RBA allows for a fresh perspective on past marketing activities by appropriately weighting reach and brand awareness efforts—often overlooked in classic attribution-based performance reporting.
A key advantage of RBA over traditional MMM is its granular view of activities, typical of online advertising. Results can be analyzed not only at the channel level but also for individual campaigns, landing pages, or specific keyword groups.
The simplified model for online efforts often serves as the starting point for full-scale MMM modeling. It helps both in assessing the validity of a larger project and identifying initial areas or directions that could benefit from further optimization through modeling.
Why Implement RBA with Us?
- We Perfectly Understand the Online Ecosystem: We are well aware of the challenges of traditional attribution models and understand exactly why a model-based approach is necessary.
- Our Models Are Not Just Theoretical: We continuously test change directions in live campaigns, so we know what works and what doesn’t. Sometimes, even the best models need to be looked at with a critical eye 🙂.
- We Use the Latest Infrastructure Solutions: We leverage cutting-edge tools to minimize modeling costs while ensuring data security.
Implementation Process
Business Workshop – Defining goals and requirements.
Data Collection – Gathering necessary data for analysis.
Data Review – Thorough verification of collected data to ensure quality and completeness.
Modeling – Developing advanced analytical models to predict outcomes and optimize marketing budgets.
Proof of Concept Presentation and Identifying Necessary Adjustments – Presenting the initial model and discussing potential improvements.
Production Implementation and Iterative Work – Deploying the solution and continuing optimization for ongoing improvement.
Do you need a dedicated solution tailored to your needs?
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