Ensighten and Quantcast Partner for Attribution Solution

ensighten and quantcastOmni-channel data management firm Ensighten and real-time ad and audience measurement company Quantcast have partnered to provide marketers with Split Funnel Attribution, giving better visibility into how each marketing channel is contributing to conversions.

Split Funnel Attribution divides the customer journey into two distinct paths defined by the consumers first website visit, with the upper funnel consisting of every brand engagement that occurs prior to the consumers first site visit, and the lower funnel covering from their first site visit to their conversion.

By defining attribution values based on upper funnel prospecting activities and lower funnel retargeting activities, advertisers can gain a deeper understanding of which marketing tactics have the most impact on customers paths to conversion.

“Efficient spending of advertising dollars is top-of-mind for every advertisers, yet most dont have the necessary insights to allocate their budgets efficiently,” said Seph Zdarko, head of attribution initiatives and partner strategy at Quantcast.

“Were thrilled to partner with Ensighten, which is taking Split Funnel Attribution to a new level by enabling marketers to leverage it not only for paid media, but also across all consumer touchpoints.”

Following the partnership, any marketer on the Ensighten Open Marketing Platform will be able to leverage Split Funnel Attribution, broadening the insights available to marketers and improving performance transparency for a wider range of campaigns.

“Were very excited to announce our partnership with Quantcast and our launch of Split Funnel Attribution, which gives marketers much more accurate insights to help them allocate their media spend,” said Joe Ayyoub, general manager of attribution and ad tech solutions at Ensighten.

“As we combine our companies unique attribution solutions into a single industry-leading offering, marketers and advertisers will benefit from new metrics and insights for optimisation decisions there were not previously available, maximising return on investment for their campaigns.”