“One marketing budget, many channels – how omnichannel attribution optimises these.”

That’s the subject of an insightful presentation by UniFida and Wentworth Puzzles at the 2022 Direct Commerce Association (DCA) Annual Summit*.

With marketing budgets being heavily scrutinised, there is a constant pressure to prove marketing return and tighten up on waste. In this presentation – by UniFida’s Client Director, Jo Young – visitors to the Summit can learn how omnichannel marketing attribution measures the way that channels work together (whether they are trackable or non-trackable) and helps optimise precious marketing budgets.

“Companies who use a range of marketing channels can find it challenging to understand how those channels interact, and what the optimal mix of marketing is,” said Jo Young. “Measurement can be difficult enough with trackable channels such as paid search, display and email, but adding press, TV or poster advertising to the mix rapidly complicates evaluation. We look at how to tackle this.”

She added:

“Every channel has a different role to play in the sales funnel – one seemingly low-performing channel may be necessary to support the role of other channels that can close the sale. More will be revealed in our presentation.”

*The DCA Annual Summit takes place on Tuesday October 18th, 2022 at the Millennium Hotel, Gloucester Rd, London SW7. More information on the DCA Annual Summit event website >

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed. Our ambition is to help our clients stay empowered and ahead in this challenging environment.