Balanced Attribution allows marketers and media buyers to go from big picture marketing plans to optimizing micro actions that deliver effectiveness along the entire marketing funnel.
Providing a granular, closed-loop optimization solution that prescribes actions for both brand and sales goals simultaneously by connecting brand/sales/media at person or household level.
For CPG/QSR clients we are the only option to get to person level input to gain a more detailed understanding of media performance using our consumer consented panels & Numerator dataset.
View Balanced Attribution Case Study
Why choose Kantar?
- It is important to differentiate from simple Sales Lift with the brand impact of marketing from BA (CPGs should care about both brands and sales).
- Sales Lift is done to campaign by campaign and so only “major” and “performance-oriented” campaigns are attached with Sales Lift studies.
- Sales Lift studies lack the granularity to be actionable and tend to be more check the box validation.