Aviva invests millions of pounds in digital channels each year in the UK across search, display, email and affiliates. Whilst they use econometric modelling, they can only afford to do this type of analysis every six months, and often even less frequently.
From some simple analysis of Aviva's adserver log-file data, we were able to highlight that at least 40% of tracked digital journeys were multi-touchpoint. We were confident that making decisions based on only the first touchpoint 'wins' model could be improved.
Our own market-leading approach to machine learned, algorithmic attribution met the Aviva challenge with impressive results.