"Although the figures in the analysis report are favorable, for some reason sales across the business are sluggish.'

Many companies face the deep-rooted challenge of this "illusion of success," largely due to the limitations of traditional attribution analysis, such as last-click, which only evaluates the interaction immediately before conversion.
This document outlines the basic concepts for breaking away from this illusion and scientifically measuring the true business contribution of your marketing efforts (i.e. incremental net sales increase). Use it as a useful guidebook for your marketing effectiveness analysis starting today.
*This material is based on the column article "Is your ad really contributing to sales? Exploring the limits of attribution and the true value of incrementalityThis is a summary of the content of "The Power of Transformation" that will enable those who have read it to further apply it in their work. If you haven't read it yet, please take a look at the article first.

Recommended for

  • Those who feel that last-click analysis has its limitations and are looking for a more scientific and fundamental analytical approach
  • Those who want to logically explain the true return on investment (ROI) of marketing to management
  • Those who want to use their analysis not just as a report, but to lead to concrete business "decision-making"

Material content

  • Introduction
  • Chapter 1: Characteristics and Limitations of Attribution Analysis
  • Chapter 2: Designing and Implementing Incremental Measurements
  • Chapter 3: Turning analysis into decision-making
  • In conclusion

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