710344iJento Proof of Concept for Econometric Multi-Channel Marketing AttributionClosedGRD Proof of ConceptInnovate UKThe retail sector is a financially and societally valuable part of the UK economy worth over £300B p.a. Innovation is exerting a significant effect on the sector - retailers are continually responding to many new economic, social and environmental challenges to keep their businesses competitive in a rapidly changing landscape. Failure to respond to these challenges quickly and effectively led recently to an unprecedented collapse of UK high-street businesses and the insolvency of many high profile retail brands. The pressure on retailers to adapt and innovate will continue even as the economy recovers, driven by the growth in e-commerce, mobile commerce and omni-channel retailing and by the changing expectations and purchasing behaviour of consumers. Retailers must be able to measure the outputs of their multi-channel marketing efforts in order to acquire customers in a cost- and revenue-effective manner and to understand the different purchasing behaviours of key customer segments. Traditional retail analytics systems are complex, slow and take a single channel ‘sessional’ view of a customer’s interactions. Only the largest retailers who can afford dedicated systems and staff typically benefit from these systems. This project will deliver a proof of concept of a marketing attribution system operating across multiple retail channels. The platform will draw on a consumer’s interactions across multiple channels and construct a longitudinal view of their purchasing history in order to apply a series of detailed econometric models and behavioural segmentation analyses. These will attribute (evaluate the sales outcomes impacts generated by) digital marketing campaignsacross the various channels. The iJento system is designed to be accessible to a very wide range of retail businesses from SMEs to very large, allowing more UK retailers to benefit from better understanding of the customer, better communication and increasing sales.