How to Build a Custom Marketing Attribution Model
by Frankie Karrer
6 Min Read
4 Min Read
Performance Marketing Manager, Trevor Kaufman, has been using MNTN to target nutribullet’s ideal audiences on Connected TV and successfully drive a significant volume of measurable purchases on nutribullet’s website. Recently, Kaufman and his team started using MNTN’s incrementality reporting dashboard to evaluate the success of their campaigns and identify ways to bring in additional revenue.
We had the opportunity to chat with Kaufman about how he uses MNTN’s incrementality reporting to: 1. communicate the impact of his MNTN campaigns to people across his organization and 2. inform the strategies he uses to generate the most value possible with CTV.
As a performance marketer, you’re tasked with explaining the business value you’re creating to a variety of internal stakeholders. How have you used MNTN’s incrementality report to explain that with CTV you’re generating revenue for nutribullet that the company wouldn’t have earned without it?
“As someone who needs to interpret what incrementality in advertising means, I really appreciate the way MNTN displays results in the dashboard by making it easy to share across the marketing department. All I have to do is take screenshots of MNTN’s incrementality dashboard as the visualizations in the report clearly articulate the conversions and revenue that were driven because of an exposure to our media with MNTN.”
That’s great to hear. Can you elaborate a bit on why you think that’s the case?
“I think the methodology MNTN uses to measure incrementality is transparent and easy for anyone to understand —particularly that the same number of people are in our control and exposed groups. Those that are seeing this data can easily wrap their heads around the idea that THIS is the revenue from our exposed group, THIS is the revenue from our control group, and that the difference is the incremental revenue. That direct comparison makes it simple to tell a story internally and prove how our campaigns are driving the business forward.
I am familiar with other incrementality tests that focus solely on purchase rate where there are vast differences in the sizes of control and exposed audiences. They then extrapolate out what the incremental revenue likely is. MNTN’s methodology shows a clear apples-to-apples comparison without the need for any type extrapolation or inferences.”
How are you using the results of MNTN’s incrementality report and how do you plan on using these results moving forward?
“First off, it’s great to show that Connected TV with MNTN is driving incremental revenue. We always felt that a high percentage of the revenue brought in through Connected TV would be incremental, but it’s validating to have that proof point.
After an initial phase of proving out that CTV as a whole is highly incremental, our plan is to launch new audiences that we haven’t tapped into yet. Our campaigns have focused on saturating our core audience that we index highly against — people who eat healthy, workout, etc. There’s opportunities for us to launch new audience segments in other categories that we are yet to saturate with our media. With MNTN we can not only see if those audiences produce a strong return on ad spend, but whether those returns are even more incremental than the revenue we generated from our most recent campaign where the targeting focused on our core healthy lifestyle audience. This type of testing can help guide our future targeting decisions and help us get the most value out of our Connected TV campaigns.”
That sounds like a great approach. You mentioned that you just finished your initial phase of proving out success with MNTN. How do you think it went?
“It went well! When we consider that we were able to drive measurable purchases with Connected TV campaigns, that’s a win in and of itself. Seeing that over 80% of those purchases were incremental is even better. It’s great to see that we’re bringing new audiences into the sales funnel and converting them into customers with CTV.”