Pioneering the Future of Marketing with a New Attribution Modelling Solution

As a media agency, your primary responsibility is to provide clients with strategies and insights that accelerate their business growth. However, achieving this has become increasingly challenging in media landscape.

Major advertising platforms dominate not only ad placements but also performance measurement, often favouring their own metrics. Adding to this complexity, measuring offline media investments is notoriously time-consuming – leaving businesses with limited visibility into the actual incremental impact of their campaigns.

Launching Clarity: An Innovative Attribution Modelling Solution

In 2024, Orchestra, a Danish media agency, decided to break free from this cycle. By partnering with Predictify Consulting, Orchestra redefined how performance is measured, making a bold forward leap by launching Clarity as a new solution for Attribution Modelling.

In this collaboration, Orchestra brought their expertise in media data and data warehouse architecture. Predictify Consulting contributed by developing the machine learning engine, transforming ML models into actionable digital performance insights.

This pioneering step marks a significant advancement for the agency industry. By rolling out Attribution Modelling across multiple clients, Orchestra has positioned itself as a leader in delivering real, unbiased insights that empower client businesses to thrive.

Our take: Here’s what makes this initiative a game-changer to the agency industry

It breaks down the digital platforms’ data silos:

Attribution Modelling moves beyond Google and Meta’s limited views of consumers and their influences and provides a holistic measurement of incremental impact where social media, display, video and search work in collaboration to influence consumers.

Daily updates at scale:

Clients gain access to near real-time performance data, enabling quick, informed decision-making for both the agency and its clients.

Accelerated Learning Curve:

By applying Attribution Modelling consistently across several clients, Orchestra uncovers generalisable insights, fuelling faster learning and more effective strategies.

Localised Analytics:

Keeping analytics work local fosters closer collaboration between data science teams, specialists, and clients, ensuring actionable insights tailored to each business.

How our Attribution Modelling Framework changes the game

Attribution Modelling, powered by Predictify Consulting, is the gold standard in performance measurement. Unlike traditional methods, which rely on assumptions about clicks and impressions, Attribution Modelling uses advanced machine learning techniques to identify the true incremental impact of each marketing channel.

Here’s how it works:

Comprehensive Analysis:

The model integrates data from platforms like Google Analytics, Adobe Analytics, or any other KPI measurement system used by the business.

Incremental Insights:

By analysing how marketing channels influence direct traffic, organic search, and paid traffic, it identifies the exact portion of traffic and sales directly attributable to your campaigns.

Multi-Channel Impact:

Whether it’s email marketing, social media, or offline campaigns, Attribution Modelling provides detailed insights into how each activity contributes to overall growth.

For sales and marketing professionals, this means gaining a crystal-clear understanding of which activities drive true incremental growth, enabling smarter decisions and more effective planning.

For more insights, check out our blog post: Understand the True Potential of Your Digital Marketing with our new Attribution Modelling Framework

The Competitive Edge of Attribution Modelling

Agencies like Orchestra that adopt Attribution Modelling provide a distinct competitive advantage to its clients by providing unparalleled Transparency since Attribution Modelling delivers unbiased, actionable insights that cut through the noise of platform-driven metrics.

Proactive Strategy: Daily updates ensure agencies and clients are always one step ahead, adjusting strategies in near real-time for maximum impact.

Stronger Collaboration: Localised analytics foster deeper relationships between agencies and their clients, enabling tailored insights and more relevant recommendations.

At Predictify Consulting, we’re proud to assist Orchestra and the agency business in this journey – delivering on our mission to provide the tools and expertise to fully unlock the commercial potential of marketing.