22 May '13, 1pm

Programmatic Attribution Modeling – Don’t Just Measure, Execute

The goal behind an attribution model is to understand how all of your marketing touch-points fit together, showing you which dollars are working the hardest, and subsequently allowing you to make smarter decisions next time around. Sounds simple, right? Actually, it’s very far from simple, and is actually the wrong goal to be aiming for. Firstly, most of the barriers to building an attribution solution are extremely hard to overcome, and others are simply impossible to accomplish. Technical limitations mean we can’t tie together all of our digital touch-points, human limitations mean we can’t get everyone to agree to how the model should work, and simple life realities (such as real face-to-face communications) mean we can’t account for every day-to-day interaction. Programmatic Attribution Modeling is a solution that moves us beyond these barriers, and focuses us back on ...

Full article: http://searchengineland.com/programmatic-attribution-mode...

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