As a brand marketer, your passion lies in crafting compelling narratives, building deep consumer connections, and ultimately, driving your brand's growth. You invest in innovative campaigns, track emerging consumer trends, and strive to make every interaction count. But in today's incredibly complex, multi-channel world, a persistent question often lingers: how do you truly know if your efforts are resonating across every touchpoint? How do you ensure every marketing dollar is building your brand and driving sales, not just generating fleeting clicks?

Traditional measurement often leaves you with a "black box" – a sense that some things are working, but without the clear, connected insights needed to confidently scale what truly matters.

The consumer’s path to purchase in today’s world is rarely linear. Shoppers interact with your brand across an array of touchpoints: a social media ad, a search result, an email, a visit to your website, and perhaps an in-store experience. Each interaction plays a role in shaping their perception and guiding their path to purchase.

The challenge? Many traditional measurement methods, like last-click attribution or basic Return on Ad Spend (ROAS), only give credit to the final touchpoint before a consumer buys the product, and senior marketers are taking note. A survey conducted by eMarketer found that 78% of senior marketers rely on last-click attribution, yet only 21.5% believe it's an accurate measure of long-term impact. Meanwhile, 74.5% are looking to move away from it. So what does that mean for the future of marketing?

This is where Multi-Touch Attribution (MTA) comes in. While many marketers focus on consumer trends, multi-touch attribution provides a unique, data-backed trend: how your consumers actually interact with your brand across all channels.

An effective MTA model tracks every single step a customer takes – from ads on social media or online video, to visiting a retailer’s website, and even shopping in stores. It then figures out how much each of those steps helped lead to a sale. This gives you a complete and accurate picture of what's truly working.

So, what does this mean for your brand? This powerful way of understanding your marketing helps you in big ways:

• Prove the value of brand building: You know those great ads that build excitement and get people talking about your brand? They might not lead to an immediate sale, but they're still important. Multi-Touch Attribution shows you exactly how these "top-of-the-funnel" efforts influence future purchases and build long-term brand loyalty.

• Gain deeper consumer insights: MTA isn't just about ad performance; it's about mapping the actual consumer journey. This provides invaluable insights into how your target audience interacts with your brand across different channels and over time. You'll understand their path, their preferences, and their decision-making process, allowing you to tailor future campaigns with precision.

• Connect online to offline: For CPG and beauty brands sold in physical stores, understanding the impact of digital campaigns on in-store purchases is a game-changer. Our MTA model uniquely connects these dots, giving you a holistic view of the shopper's path, from digital discovery to physical purchase.

• Justify strategy & secure future budgets: Present data-backed insights to your leadership, demonstrating the effectiveness of your brand strategies and securing the resources needed for future growth. Show them not just what happened, but why and how your campaigns contributed to the business.

In today's fast-paced retail world, you need both a strong brand and clear results. Multi-Touch Attribution provides this clarity. It helps you see the full picture of your marketing, understand your customers better, and make smarter choices. This means you can grow your brand smoothly and effectively.

Ready to transform your brand's retail media performance? Contact us or discover how Loblaw Advance^TM Multi-Touch Attribution can empower your brand to connect more deeply with consumers and drive measurable growth.