The Attribution Problem
Last-click attribution is easy, but it's almost always wrong. It ignores the complex interplay of factors that lead to a conversion. Did your new ad campaign really drive that sale, or was it a seasonal trend? Did your social media efforts contribute, or was it just a coincidence? FactorPrism answers these questions with mathematical certainty.
We don't just assign credit; we decompose the results. We tell you how much of your sales growth is due to your marketing, and how much is due to other factors like market trends, pricing changes, or competitor actions. This allows you to isolate the true impact of your marketing and make smarter decisions.
True Marketing ROI
Traditional Attribution
- "Our Facebook campaign had a 5:1 ROI."
- "Paid search drove 50% of our conversions."
- "Our new TV ad is correlated with a 10% lift in brand search."
With FactorPrism
- "Your Facebook campaign contributed a 2% increase in sales, while a seasonal uplift contributed 3%. Your true ROI is 2.5:1."
- "Paid search was the last click for 50% of conversions, but our analysis shows that 60% of those were initiated by your display ads."
- "Your TV ad directly caused a 4% increase in site traffic and a 1% increase in sales, independent of other factors."
A Real-World Example: CPG Brand Launch
The Challenge
A consumer packaged goods company launched a new product with a multi-million dollar ad campaign. Sales were strong, but the marketing team couldn't confidently say how much of the success was due to their campaign versus the product's novelty and a general uptick in the market.
FactorPrism's Analysis
FactorPrism analyzed the sales data in conjunction with marketing spend, promotional calendars, and market trends. The results were surprising:
- +8% Impact: The ad campaign itself.
- +5% Impact: The novelty of the new product.
- +2% Impact: A general market trend.
- -1% Impact: A slight cannibalization of their existing products.
The Result
The marketing team was able to prove the value of their campaign, while also gaining a deeper understanding of the product's inherent appeal. They used this information to refine their messaging and justify their budget for the next quarter.
Benefits for Your Marketing Team
- Justify Your Spend: Prove the value of your marketing with credible, data-driven evidence.
- Optimize Your Mix: Allocate your budget to the channels and campaigns that have the biggest causal impact.
- Understand the Customer Journey: See how your marketing efforts work together to influence customers.
- Measure True ROI: Get a clear picture of your marketing's financial contribution.