Drive-to-store & attribution algorithms

Accurat has created an attribution model that helps to evaluate the impact of measurable interactions with e.g. a billboard. Two groups are created, based on their occurrence of an interaction with the campaign or not. The exposed group is expected to show a more significant (positive) change in terms of visit evolution to the advertiser during the campaign compared to the weeks prior to the campaign than the control group that did not see the campaign. 

We can expect outside factors influencing the visit behaviour of both the control and exposed group such as weather conditions, promotions or other campaign interactions that are considered to be equally present for both groups. That is why this behaviour is compensated for as “expected visits” before defining the incremental visits, resulting from the campaign. A successful campaign will result in a higher lift and thus more incremental visits on top of the expected visits that are defined by the behaviour of the control group.