Attribution and Transparency: Empowering Smarter Marketing Decisions with Third-Party Data

By Doug Prater

In today’s data-driven marketing environment, clients expect more than just performance, they expect proof. They want to know which parts of their campaigns are working, which aren’t, and which could be tweaked slightly to work better. That’s where attribution and transparency come into play. At the heart of both is strong third-party data, for example life event triggers, which help marketers build smarter audiences, measure results more accurately, and communicate with clients more clearly.

Audience Development: Bigger Reach, Smarter Targeting

Before attribution can reveal what’s working, marketers must ensure they are reaching the right people. That begins with audience development, and third-party data plays a critical role in expanding reach while maintaining quality.

Life event data — such as moving, getting married, or starting a business — signals moments when consumers are most open to new brands and services. When these triggers are sourced from multiple intent signals and updated frequently, it allows marketers to:

• Expand audience size with in-market consumers

• Qualify leads based on verified life changes across multiple sources

• Target with precision, reducing waste and increasing ROI

This multi-source validation is key. When a consumer is flagged by dozens of independent data signals, the likelihood of engagement increases significantly. These are not just broad segments, they are high-intent, highly qualified audiences.

For example, a campaign targeting new movers can be refined to include only those verified by three or more signals. This ensures the accuracy of the data, leading to better performance and more efficient use of budget.

Transparency in a Fragmented Digital Landscape

As digital campaigns stretch across multiple channels — including email, display, social, connected TV (CTV), out-of-home (OOH), and more — clients are asking harder questions about performance — and rightfully so. With so many touchpoints, it’s easy for results to become murky.

CTV offers high engagement but limited click-through data. OOH builds brand awareness but is impossible to tie directly to individual conversions. Programmatic display can drive volume but often lacks transparency in placement.

This fragmentation makes it harder to answer the most important question: “What’s actually working?”

That’s why transparency is not just a reporting feature, it’s a strategic imperative. Marketers need to see the full picture, not just the highlights. They need to understand where their dollars are going, what’s driving results, and where adjustments are needed.

Using Third-Party Data to Strengthen Attribution

Attribution models — whether first-click, last-click, or multi-touch — help marketers understand which channels and touchpoints are influencing conversions. But attribution is only as good as the data feeding it.

This is where third-party data becomes a powerful enhancer. By beginning with offline data to power digital activation and integrating life-stage and behavioral signals into attribution models, marketers can:

• Add context to performance data, such as why a certain audience responded

• Track engagement across channels more meaningfully

• Validate assumptions about timing and audience readiness

Additionally, third-party data can help bridge the attribution gap in channels like CTV by tying exposure to downstream actions. When a consumer is exposed to streaming ad later visits a website or makes a purchase, life event data can help confirm whether that consumer was part of a high-intent audience segment that could be an interesting segment to target.

Creating a Culture of Transparency With Clients

Transparency is not just about showing results — it’s about explaining them. By using third-party data to enrich attribution, marketers can:

• Tell a more complete story about what’s working and why

• Identify underperforming segments or channels early

• Make informed recommendations for reallocating budget

• Build trust by acknowledging what’s not working

This approach shifts the conversation from reactive to proactive. Instead of defending results, marketers can guide clients through a clear, data-backed narrative that empowers smarter decisions.

A Final Thought

Third-party data — particularly life event insights — is more than a targeting tool. It is a strategic asset that helps marketers build better audiences, measure performance more accurately, and communicate with clients more transparently. When combined with attribution models, it creates a clear, actionable view of campaign effectiveness across even the most complex digital ecosystems. The result is smarter marketing, stronger client relationships, and better business outcomes.

Doug Prater is director, channel partner relationship management for Minneapolis-based Deluxe. He can be reached via email at doug.prater@deluxe.com.

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