March 2010

Artemis Attribution Weighting

Managing the Digital Media Mix

As Campaign Attribution increasingly becomes a popular topic of discussion in the industry, Havas Digital is delighted to present the third Insight of our Attribution series.

In a previous Havas Digital Insight "Artemis Attribution Weighting, April 2009", we introduced Artemis Attribution Weighting for Search, Havas Digital's evidence-based algorithmic attribution methodology developed in collaboration with external consultants active in the Mathematics and Modelling fields.

ARTEMIS ATTRIBUTION WEIGHTING, MANAGING THE DIGITAL MEDIA MIX quantifies the contribution of each exposure with the appropriate fraction of the sales/revenue generated, allowing for accurate attribution across Digital Channels.