Identifying the real contribution of each lever has become a major challenge for marketing managers. Understanding exactly what attribution marketing is is now the sine qua non for moving away from blind control and rationalizing advertising investments.
Stanislas Di Vittorio, CEO of Wizaly, spoke to us about this strategic issue. A key player in analytics and algorithmic attribution, Wizaly enables brands to overcome the biases of the “Last Click” model, thanks to a combination of artificial intelligence and Marketing Mix Modeling (MMM). In this interview, Stanislas discusses the importance of trusted third-party measurement, capable of unifying online and offline data in a cookieless context.
It also illustrates how this analytical finesse can be used to redefine affiliate strategies for advertisers.strategies for advertisers. By attributing the right value to each partner, from the top to the bottom of the conversion tunnel, attribution becomes a powerful lever for performance and commercial equity. Discover how data transforms marketing decision-making.
Can you tell us about your company and its services?
Founded in 2017, Wizaly is the leading customer journey analytics solution specializing in attribution. It combines the best of AI and MMM (Marketing Mix Modeling) technologies to calculate from marketing data alone the contribution of each touchpoint/campaign in consumers’ buying journeys. It’s a decision-support platform that enables advertisers’ marketing and communications teams to make the best decisions with complete objectivity, and boost their business performance.
How would you define your role in the conversion/loyalty chain?
Wizaly is a trusted third party that operates an exhaustive and granular collection on all touchpoints of the buying journey, RGPD compliant and cookieless. The platform offers a centralized view of data so that teams can manage their activity with the utmost efficiency, and knowledge, in particular, of customer acquisition or reacquisition costs, customer segments, lifetime value…. We adapt to the different configurations and needs of advertisers: integration of CRM data, products, levers or on & offline conversions…, with immediate and synthetic reading via dashboards, scripted analyses, personalized reports or even alerts…
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
We set up a unified nomenclature to manage and control affiliates for a key player in the transport sector. We identified 3 types of behavior (lower, mid or upper funnel) to organize affiliates according to their role in the journey. The aim was to highlight the new opportunities and strengths of affiliation, moving away from classic questions of remuneration towards a more egalitarian and efficient approach for all stakeholders.
