Introducing Tapestry Passport – An MTA Solution

Advertising and marketing success criteria have become more complicated to measure in recent years. Target users are more dynamic than before and switch between personal and work cell phones, computers, and tablets, all while traveling between their home, work, gym, car, restaurants, and more.

As digital lifestyles become more dynamic, organizations, marketers, and media agencies have been undertaking initiatives to move towards a more holistic marketing approach with the desire to remain perpetually connected with their target audience through a variety of offline and online channels.

With so many variables, how do marketers measure the success of their marketing approach and ensure they minimize waste and maximize Return on Advertising Spend (ROAS)?

We believe the answer is Multi-Touch Attribution (MTA), as it is the best way to measure the success of a multi-channel marketing campaign. MTA has been around for some time now. However, there are still no industry standards that have been put in place to govern the technology, algorithms, or establish attribution best practices.

In 2019, single-touch models were still the most common models used by marketers to measure conversions. Alongside single-touch models, Linear (Even touch), Latency (Time Decay), and U-shaped MTA models were also common. These models are useful in some circumstances but biased by preconceived notions of how marketing influences customers and is potentially misleading.

Softcrylic’s MTA solution, Tapestry Passport, differs from heuristic approaches (first, last, linear, position-based, time decay models) and competitors’ approaches. While the heuristic approaches are very approximate and not rigorous in a mathematical sense, our algorithms run simulations over customer journeys to allocate appropriate credit to channels, campaigns, and any other level of granularity desired. Furthermore, while there are competing algorithmic attribution solutions available, most work as a “black box,” with the solution provider unwilling or unable to explain how the models work. On the other hand, Softcrylic is dedicated to transparency and has launched Tapestry Passport as a unique MTA solution to help organizations, marketers, and media agencies gain deeper insights into their audience behavior and marketing channels success. With Tapestry Passport, marketers own 100% of their data and can access it through the Softcrylic Client Dashboard or by using direct SQL queries.

To learn more about Tapestry Passport and Softcrylic’s Data Science & Product team, visit our Tapestry Passport page by clicking here.