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Forecasted Attribution

QueryClick’s unique to market forecasted attribution tool, Corvidae, allows the adjustment of marketing spend across marketing channels to provide the greatest overall ROI for your current and future marketing budgets. Existing products on the market, including Google’s Attribution 360 (formerly Adometry), only provide historic attribution insights, preventing pro-active spend adjustment to your best fit marketing blend & immediate spend performance benefit.

Corvidae uses bleeding edge data science & machine learning algorithms to achieve unique-to-market performance forecast functionality.

Building an attribution model that accurately reflects your on and offline marketing activities’ impact on your bottom line is essential for competitive performance in a mature digital marketing landscape.

With tightened budgets and increased performance expectations in saturated markets, a competitive edge is essential. Knowing your true break-even CPA for paid mobile non-brand terms or where the lowest competition organic growth opportunities are to drove more footfall to your stores is essential to return strong ROI & achieve your growth targets.

Media mix analysis lies at the heart of testing and refining an effective attribution model, but can delay development of meaningful impact and miss the opportunity to radically adjust your spend strategy ahead of seasonal peaks. Using Corvidae’s random forest machine learning mechanism, QueryClick can simulate billions of future outcomes based on your historic marketing data and resolve your media mix blend to a perfect balance of growth and ROI.

Capable of capturing millions of rows of on- and off-line data daily, our ability to process even the largest data firehose is enabled through a scalable cloud architecture deployment & a sophisticated, customisable data-cleansing solution.

Determining Growth Opportunity & Efficiency

While Corvidae provides a perfect spend strategy across your marketing channels, our digital marketing experts assess qualitative efficiency and growth opportunities to incorporate into a wider multichannel attribution strategy.

Growth assessment benefits from auditing channel efficiency which is undertaken by channel specialists from the wider QueryClick team.

For example, our Paid Search team work to support Corvidae spend priority insights by pulling statistically significant forecast spend improvement data for discussion and a walkthrough of key technical or strategic adjustments required across Programmatic and traditional paid spend activities; including search engine Pay Per Click (PPC / SEM), PLA / Shopping, Local Ads, traditional Display, Remarketing & Outreach.

As an example of the benefit derived from efficiency insights, reviewing location targeting across Cupid PLC’s paid spend channels delivered a 30% decrease in cost per booking, immediately driving up paid revenue by 19%.

Equally, our Organic Search team supply technical insight on platform opportunity gaps and their impact on business performance in pounds and pence. Multinational localisation, architecture, onpage & indexing efficiency are often key impact items that can be long term legacy issues for larger brands. With deep experience working to effect change in larger businesses, QueryClick’s team can assess realistically the implementation path of change requests for heavyweight transactional, multinational websites, ensuring your SEO channel efficiency forecast is robust, pessimistic, and reflective of your real world ability to effect site change today.

We work onsite with our clients to solve longstanding technical barriers to performance, working as an extension of your team. We also work with remote teams effectively and thoughtfully, building a clear, simple business case and supporting remotely regardless of time zone. Working with Schlumberger’s San Diego team to solve HREFLANG implementation, for example, drove a 162% increase in organic traffic YoY.

Growth expansion also requires assessment of channel underutilisation. Working with our preferred DSP bid platform partners Avocet, we use statistically robust opportunity assessment to find a competitive edge for your marketplace. To give a real world example, transitioning a Europe-wide home and garden consumer electronics business to Avocet from another DSP partner reduced CPAs from £16 to £2.27 an 85.8% reduction.

Avoidance of ‘Cookie bombing’ and utilisation of Viewable Post-View matric in your programmatic bid algorithm can be a powerful efficiency lever and must be baked into any thoughtful forecasted attribution model.

Understanding Device Target Strategies & Multiscreen Attribution

Device efficiency optimisation is also key to digital marketing performance assessment. Where paid bid & creatives are not effectively optimised for a channel, for example, CPAs are typically heavily affected. Structural account issues can also commonly cause campaigns to fail to deliver their best performance on mobile or tablet.

Holistic assessment across all digital marketing channels by QueryClick’s experts typically reveals a range of incremental improvements for mobile & tablet devices that aggregate to significant meaningful performance improvement.

Considering the uplift potential for a channel by device allows development of clear, unilateral technical prioritisation strategy to underpin your site platform performance. Locking in platform improvement for weaker device performance (typically mobile is the dominant online device by volume & revenue) reaps speed and conversion benefits that affect your overall attribution blend profoundly.

QueryClick’s Halo insight analysis tool allows device spend assessment across paid and organic channel, highlighting spend device CPA failures, brand cannibalisation, generic term growth scope & overall revenue improvement limits. All of this data feeds directly into a device-segmented channel efficiency assessment that supports the overlying multichannel attribution model.

Halo found £4.5m of testable Paid spend cannibalisation where organic positions held a +50% above expected position #1 ranking brand + generic terms for Airbnb, allow significant testing and ROI improvement.

Extending device performance measurement to go beyond MCA-ADC attribution measurement and move into MCA-AMS allows Corvidae to assess and build User Level attribution models, further extending its capabilities to transform your targeting efforts.

Before working with you, we assess your data to understand how to beat your growth targets without ramping up budgets. We take a holistic view across the entirety of your marketing spend and strategy then apply bleeding-edge machine learning data science to build a maximally efficient, statistically significant forecast to help us - and you - know precisely the impact QueryClick will have on your business from day one.

The Attribution Team

Alan Hannah

Developer

Alan moved to QueryClick in August 2013 after spending two years working as a front-end developer for an accountancy firm in Aberdeen. In his role, Al...

David Fothergill

Head of Product Development & Insight

David is an experienced search marketer who heads up both our Product Development and Web Analytics teams. He has handled search marketing accounts fo...

Pedro Curado

Developer

Pedro is an experienced and innovative Software Engineer with over five years of experience working in both large and small projects delivering great ...

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