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Simpli.fi's Next-Generation Cross-Device Attribution Solution

Overview
In an era where multi-device usage is the norm, marketers face increasing challenges in accurately attributing the impact of their campaigns. Simpli.fi, a prominent provider of marketing technologies, has stepped up to address this concern with the launch of its innovative cross-device attribution solution specifically designed for multi-location brands. This new offering, designed to provide clear insights into how various media influences consumer behavior, reflects the complexities of today’s fragmented digital landscape.

The Challenge of Attribution
Traditional device-level attribution models often fall short, failing to capture the full impact of marketing efforts. Legacy systems have shown a tendency to underreport conversions, leading to misguided budget allocations especially for brands seeking to maximize local and store-level sales. As consumers interact with brands on multiple touch points—ranging from Connected TV (CTV) to mobile and desktop—understanding the intricate pathways to purchase has never been more critical.

Cali Tran, CEO of Simpli.fi, succinctly encapsulated this transition in consumer behavior: “Consumers don't live in single-device silos, so neither should campaign measurement.” This statement emphasizes the need for a holistic view of marketing effectiveness across all interaction points.

Innovative Attribution Views
Simpli.fi's cutting-edge solution enables marketers to see attribution through three distinct lenses:
1. Device-Level Attribution: The traditional baseline model commonly used.
2. Individual-Level Attribution: This shows how one user's interactions across different devices contribute to their journey toward conversion.
3. Household-Level Attribution: It captures the shared decision-making and delayed purchase behavior typical in high-stakes buying scenarios, providing a more comprehensive understanding of household dynamics.

By enabling advertisers to compare these different attribution methods side by side, Simpli.fi equips them with the insights needed to make informed budget decisions that accurately reflect consumer behavior. This data can uncover where marketing dollars are genuinely making an impact, allowing for optimal resource allocation to drive actionable results.

From Digital Touchpoints to Real-World Outcomes
One key feature of Simpli.fi's new attribution solution is its ability to expand measurement beyond mere online clicks. This capability tracks real-world actions, such as store visits and in-person purchases, thereby bridging the gap between digital campaigns and tangible business outcomes.

Marketers today express that proving the incremental effects of cross-device interactions is one of their pressing challenges. Michael Schoen, Simpli.fi's Chief Product and Technology Officer, states that the new attribution enhancements bring needed clarity to programmatic advertising. With this improved technology, marketers can maintain stable profiles of their target audiences over time and convert ad spending into measurable sales outcomes.

Success Stories Reflecting Impact
A recent case study involving a large multi-location RV dealership highlighted the effectiveness of Simpli.fi's attribution capabilities. By utilizing household-level attribution, this advertiser observed significant increases in measurable outcomes—finalizing 68% more purchase events and capturing 59% additional qualified online signups compared to previous device-level models. The enhanced visibility allowed for a reallocation of marketing efforts towards CTV and mobile placements that were successfully driving downstream conversions.

Availability and Commitment
Currently, Simpli.fi's cross-device attribution solution is available to all existing customers without adding complexity or costs to their marketing efforts. This initiative underscores Simpli.fi’s commitment to empowering marketers by simplifying measurement and enhancing the understanding of campaign effectiveness across various channels.

About Simpli.fi
Simpli.fi specializes in providing marketing technologies and solutions designed to enable brands and agencies to operate effectively across diverse locations and markets. The platform focuses on enhancing measurement and optimization, helping advertisers harness the power of targeted campaigns across channels including CTV, mobile, display, and more. With backing from major private equity firms, Simpli.fi continues to innovate in the field of marketing automation, aiming to deliver on-the-ground results that surpass traditional benchmarks.

For more information about Simpli.fi and this innovative cross-device attribution solution, visit their official website.