Attributing Brand Advertising Effectiveness
comScore has developed a methodology, currently being applied to AdEffx Brand Survey Lift studies in the United States, called Smart Lift Attribution Model, which overcomes many of the shortcomings associated with last exposure measurement approaches. Specifically, this model:
- Accounts for all exposures, including those prior to, and following, the survey experience.
- Accounts for exposures delivered until the point in time a survey was taken but also throughout the duration of the campaign.
- Allows for a more granular analysis of the data than other market solutions, providing more actionable and valuable results.
- Measures the absolute and relative lift contribution by these various variables.
Check out this infographic to get a better understanding of how it works and what this means for you and your business: