Having used other attribution tools, Agency X was looking for one that both the company and its clients could trust, something that lifted the hood on response-driven TV performance.
From experience, Agency X knew how complex offline-to-online TV attribution could be. Too often, it was left to the agency to calibrate the tool and turn the data into accessible information. The results were often at odds with client data. To then have to explain how the data would inform strategy of future campaigns brought uncertainty to the planning process.
We wanted something for everyone at the agency, no matter what altitude they were at,said Andrew B., founder, Agency X. Granular information for the buying team to help the planning of campaigns. Easily exportable data for quick, offline analysis by the insight team. And high-level dashboard for executives who need to know everything about client campaign performance.