Logan Tod

“We need help with attribution! We really don’t believe the data we are seeing from our agencies and this is hampering our ability to make critical decisions about how we allocate marketing budgets appropriately”
Marketing Director, Financial Services

“We know that some of our catalogue recipients never look at our catalogues but they still order online. How do we identify this group and save the mailing costs?”
Head of Marketing, Catalogue & multi-channel retailer

“We are seeing declining effectiveness from some of our campaigns and we need to find out why”
Ecommerce Director, Publisher

“How can we optimise our marketing spend?”
Online Marketing Director, Travel company

How we help:

Tracking marketing activity and attributing effectiveness has historically been in the hands of your marketing partners or worse! Over a decades experience in online marketing analytics combined with our rigorous data driven and agnostic approach enables us to bring informed objectivity to understanding and improving your marketing performance. Our approach is built around attributing credit of all marketing activities to genuine business metrics ranging from simple first click/ last click analytics tracking and impact scorecards, all the way up to detailed attribution models.

Logan Tod & Co has developed a structured methodology for test based campaign improvement driven by the effective implementation of our attribution framework. We work with your existing partners and tools at the required level of engagement, delivering everything from best practice knowledge transfer through to guaranteed performance improvements.

Typical activities:

• Creating robust measurement frameworks that align the analytics tools with business and campaign goals
• Configuring analytical tools and enhancing campaign tracking to ensure that the right data is collected and results trusted
• Modelling the affinities and dependencies between different campaign activities and classifying campaign activities based on predicted outcomes
• Setting up objective, independent analytics that measure the real impact and value of marketing campaigns
• Improving the predictive accuracy of different industry best practise and proprietary attribution models, isolating the actions that will drive performance improvement
• Combining data sources to generate meaningful insight about customer or multichannel outcomes