IBM Digital Analytics Impression Attribution

What do you like best?

The ability to track impressions within IBM DA - helps tie the whole marketing picture together in one user interface. Fairly easy to use, and the addition of IBM connections to display / affiliate advertising allows us to tie the customer journey together in a more seamless manner.

What do you dislike?

Attribution models do not apply to impressions, only clicks. This limits the analyst from doing impressions assisted conversions. Also, without the ability to import ad spend, the marketer is limited to only see demand/conversion, but not return on ad spend.

Recommendations to others considering the product:

A great tool if you know the limitations. You are now able to track impressions within the IBM DA interface, but are still limited in which models you can apply to these impressions. Also, without the ability to import ad spend, the analysis you are doing may still be lacking certain elements necessary to do a complete business review.

What problems are you solving with the product? What benefits have you realized?

We are able to see how impressions contribute to overall channel performance, and if there is a correlation between increased impressions and revenue/orders/conversion rate/etc. This gives us the ability to tweak our marketing spend accordingly and pay out to our affiliates more appropriately.