Why Adidas Changes its Marketing Measurement Approach?
Research shows that using marketing technology to measure effectiveness results in significant performance improvement. But what if the approach you use is flawed and measurement results are only preventing your business from making the most of advertising. Such was the case with Adidas that had been over-investing in digital channels due to MTA analytics. Turns out even multinational corporations like Adidas aren’t immune to mistakes. But who can blame them? I mean, weren’t we all charmed by promising advantages of multi-touch attribution. It’s a relatively new tool that functions at a highly granular level and is perfectly suitable for evaluating digital campaign performance. MTA can analyze individual customer journey and find what marketing activities lead to conversion. This high level of granularity makes you think that the tool is more accurate than it really is, but this major strength became its main problem when legal restrictions concerning data privacy came into force. GDPR severely limits the potential of attribution. Other limitations of MTA are: MTA can still be helpful with targeted application in the areas where it is most useful, for example, it allows for optimization of formats and creatives within a channel. MTA does result in temporary ROMI increase,… Read more »
