Modern Marketing sets us up to fail.

Multitouch attribution identifies if a customer has passed a ‘gate’ (clicked on an ad, visited a website, etc.) then it assigns a ‘weight’ to that gate pass. Concluding “that ad was 45% responsible for the sale.” 

That’s a false conclusion most of the time. As it does not take into account all the marketing activities the company has driving attention to it like influencer posts, media coverage, billboards, tv ads or event sponsorships. 

It’s why companies typically discover with DASS’ incrementality attribution that their paid ads are ‘eating’ sales that were organically generated through demand or a strong brand name. 

The questions you want to ask are: 

• ‘Did this marketing activity drive a sale or would it have happened give all my other marketing activities?
• Did the marketing activity have an incremental effect or did it eat the demand my brand, and other marketing activities, were already producing?

Incrementality Attribution answers if an ad, influencer post, media strategy drove store visits or sales. Once you know that MTA can help you see if specific activities, like ‘Ad A’ or ‘Ad B’, drove in more clicks, visits or sales. Reach out here if you have specific questions.

Last click attribution measures how many customers passed through the particular ‘gate’ of an ad, piece of content or post before buying something, usually online. 

It’s a quick way to measure an ad’s effectiveness, it doesn’t require historical data. The problem is it does not acknowledge all the other marketing activities a brand is doing that actually move the customer along the path to purchase. So marketers, and advertisers, tend to ‘overweight’ the significance and effectiveness of the ad on causing a sale. It’s why Google, and Meta, are abandoning Last Click Attribution as they have realized its shortcomings.  

DASS’ incrementality attribution looks all marketing activities and asks two questions: 

• Did this actually drive in an impression, visit and/or sale?
• Would that sale have happened given all the other ads, influencer posts, tv ad, we’re doing?

That way our retail, and SaaS, customers know what marketing activities actually drove in results. So they can spend time, and resources, only on those activities actually working. Not just those marketing activities are falsely credited with driving a sale in. Reach out here if you have specific questions.

Media (or Marketing) Mix Modelling is a statistical method to estimate the impact of all marketing activities on sales. That way you can forecast what marketing activities actually drive sales. Then come up with a better marketing strategy to reach incremental lift.

There are three stages of MMM:

1. The collection of any relevant factors that may have influence over sales
2. Analysis of the data, using all factors
3. Quantifying the weight for each factor to create a model to predict marketing results for future strategy

The challenge with MMM is it is only as good as its inputs and the team that maintains it. The modelling usually requires 12+ months of product, sales and marketing activity to create accurate insights. That’s why its popular with Consumer Packaged Goods (CPG) companies. They have the data volume, and resources, to make it useful. It’s not useful for new products, new companies or when you’re using new channels (like influencers).

Moreover, a MMM is only as good as its model creators. It’s why we don’t recommend MMM-for-hire services unless they are deeply experienced in your particular industry. Their models have to pick up every PR event, new competitor or product or marketing spend change to be accurate. 

DASS’ incrementality offerings gives you similar insights - what marketing activity drove an impression, a click, site visit or sale - without the need for the expense, time or resources of MMM. It’s finding out what marketing activities actually drove in sales and how much to spend on each before they provide diminishing returns. Reach out here if you have specific questions.

You pay attention to what you pay for. We often uncover counterintuitive insights about what’s actually driving clicks, visits and sales into companies. Plus, we take the time to educate the CEO to the Marketing Manager on how we obtain our results. That way no one dismisses the evidence because it doesn’t fit the narrative they have about what is, and isn’t, driving results for their company. Pilots typically last 5 - 25 business days and we accept any data source. Reach out here if you have specific questions. 

DASS Analytics is an incrementality attribution solution. We employ ‘Casual Inference’ to determine how a marketing activities drives clicks, visits or sales. Originally developed to measure tv and radio ad effectiveness its been adapted for our 'always on' advertising age.

It is a series of multivariate regression models applied to easily available first party data. We take any marketing activity you want measured and answer ‘would that click, visit or sale have happened anyway or did the marketing activity genuinely drive it?’

For example, an influencer posts at 9:32am on a Wednesday (Marketing Event A). Did it create a site visit, or sale (Event B)?

Then the algorithms ask “would that sale have happened anyway because of the PR, Facebook or TV ads we're also doing?”

DASS’ Analytics is currently used by the world’s largest advertising agencies, brands and influencer platforms. Reach out here if you have specific questions.

Paid pilots last 5 - 25 business days. Prospective companies share marketing, and if they want, sales data via a secure, two click process. We then show how marketing activities - from influencers to tv ads - drive impressions, clicks, site visits, add to carts and/or sales in a live dashboard. 

DASS also provides all the scripts, FAQ’s and scenarios commonly encountered by companies like yours when you start using incrementality. We then train the CEO to the Customer Success Manager on how the technology works and the results generated. Ensuring your company understands the insights generated and can take immediate action on them. Reach out here if you have specific questions.

Developed during the dawn of radio advertising traditional incrementality testing required a company to shut off all advertising, marketing and promotion efforts for 3-12 months, usually in a specific geography. Then marketing activities would be systematically added over time to see their effect on sales. You would then know how a channel, or ad, incrementally drove results. Obviously, that’s a hard pill to swallow for most companies. DASS’ ‘always on’ incrementality adapts the same regression modelling techniques without the need to shut things down. Measuring everything from Influencers to tv ads. Customers are set-up, and seeing results in dashboards, is 11 business days or less. Reach out here if you have specific questions.

DASS’ Incrementality Attribution does not require user level data to give insights. Therefore, we do not require your customer data to be shared with us to show how marketing drives clicks, visits or sales. Moreover, we employ industry standard encryption, and privacy protection practices, to support GDPR and CCPA compliance. Reach out here if you have specific questions. 

DASS’ analysis, infrastructure and business practices are set up to support Financial Industry Regulatory Authority (FINRA) compliance. Our incrementality attribution does not require user level data to give insights. Therefore, we do not require your customer-data to be shared with us to show how marketing drives clicks, visits or sales. Moreover, we have created Information Security, and Disaster Recovery, processes that are aligned with FINRA best practices. If you are a financial services firm we can support you by providing insights on how your marketing is driving sales without hassle. Reach out here if you have specific questions.

Yes! DASS Analytics works with agencies all over the world to show their clients how the agency’s efforts - from influencers to tv ads - drive impressions, visits and sales. Our customers include industry heavyweights like Branded Entertainment Network (BEN). We provide all the training, scripts, case studies and integrations necessary for an agency to use out incrementality attribution to lessen churn and drive upsells. Reach out here if you have specific questions. 

You got it! DASS Analytics incrementality attribution allows you to easily measure how any marketing activity - from an influencer post to tv ad - drives a real world visit. CPG customers love that it can show how online investments drive visits to grocers and Amazon stores. SaaS customers see how their conference attendance actually originates leads. Reach out here if you have specific questions.