Make decisions with confidence

Every channel claims the same conversion

You have more data than ever and yet less certainty than ever. Google Ads claims the conversion, Meta does the same and retargeting takes the credit for purchases that might have happened without that ad. The result is a distorted picture of what your marketing really delivers. You know that different platforms claim the same customer, but you do not always have the tools to prove it.

The question every board asks is what the total media budget delivers, calculated across all channels by an independent model instead of added up from separate platform reports.

Which question does the analysis answer?

Marketing channels do not work independently of each other. TV, for example, can increase demand for your brand, which also makes search perform better. That is why you should assess channels both on their own and in relation to each other. Datafy offers three kinds of analysis, and each one answers a different question.

Attribution: insight into the contribution of channels
Which channels contribute to your sales, and how is that contribution developing? If the calculated contribution of a channel falls over several weeks, that is a reason to look further. Attribution gives direction. On its own it does not tell you to change the budget.

Sensitivity analysis: the response to a limited budget change
What happens to total sales if you raise or lower the budget of one channel by, say, 10% while the other budgets stay the same? This shows you how strongly the outcome responds, according to the model, to a change in that specific channel.

Scenario analysis: calculating a budget decision in advance
What happens if you halve the TV budget and invest the money freed up in search? You can compare different budget allocations side by side and take the interplay between channels into account. The result is a well-founded comparison of your options. It does not make the future certain.

All analyses clearly in one dashboard

You see what the channels contributed and what different budget choices are expected to lead to. This gives marketing, finance and the board a shared starting point for conversations about investments.