Daasity, the comprehensive, customizable, and extensible ELT+ data solution built for omnichannel consumer brands, announced its expanded attribution functionality that gives merchants deeper insight into how their marketing tactics are performing. Using Daasity’s attribution models, marketers are better able to assess which touchpoints and channels should receive credit for a conversion and how their team can best optimize spend.
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Daasity now empowers merchants to choose from 8 out-of-the-box attribution models in order to compare the performance of ad and marketing channels. Additionally, merchants can define their own attribution logic, prioritizing and ranking channel and vendor dimensions to customize the way credit is given to individual methods, for example, via survey, d******* code mapping, last ad click, and more.
“Daasity’s new attribution functionality provides deeper insight into brand marketing performance and enables retailers to make better decisions on how to allocate spend,” said Dan LeBlanc, CEO and co-founder of Daasity. “Armed with a more granular understanding of the customer journey, teams not only get what they need to make more nuanced spending decisions in their marketing and advertising channels, but they’re able to accelerate comprehensive analytics to become truly data-driven organizations.”
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Unlike basic last-click attribution models, Daasity’s new attribution models offer a more complete view of value generated along all marketing efforts. The functionality includes:
- New marketing-centric last-click models that show the last paid ad click or the last marketing click associated with a purchase.
- New assisted attribution that will attribute credit to all upstream channels that had a touch on the merchant’s path to conversion. This enables a brand to see how many orders and customer acquisitions were influenced by a particular channel, as well as how much total revenue was influenced by that channel.
- New settings that let merchants customize the new attribution features to their specific business needs.
While giving teams last marketing click and last ad click capabilities, the platform also lets users customize which channels should be considered “marketing” and “ad” channels. Additionally, new features make it easy to sift through attribution data from multiple sources, such as Fairing post-purchase surveys, d******* code mapping, and Google Analytics, and prioritize the final attribution based on a business’s source of truth.
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