Will Scully-Power

Campaign Attribution
December 1, 2010, 7:21 am
Filed under: #mktgcloud, Actionable Insights, Attribution, Datarati, Web Analytics | Tags:

Applied campaign attribution is truly, at last, possible
November 17, 2009, 1:10 am
Filed under: Datarati, Technology, Web Analytics | Tags: ,

A post from Paul Cook, the CEO of Tagman. A good explanation of attribution vs. applied attribution.

After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.

How do you attribute your online spend? Are you this sophisticated?

More here: http://econsultancy.com/blog/4881-marketing-attribution-in-practice-how-it-works-and-how-to-do-it

Campaign Attribution :: Forrester Wave Report
October 22, 2009, 7:44 pm
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags:


In Forrester’s 44-criteria evaluation of interactive attribution vendors,  with ClearSaleing, Visual IQ, and Atlas leading the pack.

ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.

Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.

Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.

Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.

Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.

More: http://www.forrester.com/rb/Research/wave%26trade%3B_interactive_attribution%2C_q4_2009/q/id/55372/t/2

The Death of Last Click Attribution & Its Impact

Click Attribution

If you asked a marketing manager what the result of their campaigns is, everyone would want to take credit for the wins. The issue is attribution modeling and being able to assign credit in multi-channel programs. How do you know you have the right metrics in place to put the right resources into the funnel?

They don’t expect to give us an answer today, but there’s a lot of solid work being done in attribution modeling. How do you coordinate systems and data for attribution modeling. How do you do testing to see the impact of what you’re doing on the conversion funnel? And one overlooked issue they’ll try to approach is governance.

Is paid search overrated and what are the panelists’ organizations doing around attribution modeling. Gary starts by saying if you go back to John Wannamaker’s quote, the traditional ad industry has been rife with wastage. The strategy is to target ad dollars on perceived targets but they’re not always the right ones.

About 15 percent of media investment is in digital. Forrester also expects the number to go to 25 percent in the next few years, but Gary thinks that’s an underestimation. Last click measurement may lead to poor investment decisions and slow the digital investment. Paid search is getting too much or too little credit.

More: http://www.bruceclay.com/blog/archives/2009/08/last-click-is-dead.html

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