We work with our customers during onboarding to make the best decisions about how they want to track parent and child brands. At times, it can be challenging to quantify or disentangle the halo-effect of a parent brand on a child brand, product, or particular solution.
We accommodate these scenarios in our data, by applying a ratio to specific metrics to reflect a more reasonable attribution, where necessary. For example, we often see that child brands or products will leverage a parent brand’s social media pages to promote their more tailored and specific messages. In these scenarios, rather than credit a child brand or product with the full impact of the entire parent brand, we ratio their impact to make it fair across a cohort. The ratio is determined by financial metrics (the percentage of the business that can be attributed to that particular brand), and we apply the ratio in those scenarios where it’s not possible to separate your child brand, product, or solution from the parent brand.
To understand the specifics of your own cohort configuration and any ratios applied, contact your CSM.
