Multi-Touch Attribution Study Finds Organic Search Greatly Undervalued

First or last-touch attribution models may result in companies seriously over or undervaluing specific marketing channels, according to Indianapolis-based firm SlingshotSEO . In the largest study of its kind, the SEO service company analyzed more than 23 million multiple-interaction conversions across 30 domains over a period of one year. Based on their findings, they’ve released a step-by-step guide to multi-touch attribution . In first and last-touch attribution models, marketers give credit to only one referral source for each conversion. In reality, consumers may take several steps in discovering, researching, considering and buying a product or service. Multi-touch attribution helps marketers consider all aspects of the path to conversion, enabling them to make better business and budget decisions based on how consumers find and buy. In flat multi-touch attribution, a...

Full article: http://searchenginewatch.com/article/2159876/Multi-Touch-...

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@sempassion » 27 Mar '12, 5pm
Multi-Touch Attribution Study Finds Organic Search Greatly Undervalued [link] Not a surprise to me, I deal with it daily.
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