29 Mar '12, 6pm

Understanding The Limits Of Attribution

Understanding The Limits Of Attribution

While there is much discussion about attribution and its benefits, marketers seldom discuss what it can’t do. Unfortunately, this creates a perception with many marketers that attribution will solve all their multimedia problems and that their media mix problems will go away. While I believe that the evolution of attribution and media mix modeling technology is one of the more significant online marketing developments in recent years, I also think that the technology in its current form has a ways to go before one can confidently say that the problem is solved. Multi-event attribution aims to distribute the credit of a conversion to all advertising touch points that influenced the conversion. The distribution of credit aims to be proportional to the level of measured influence that the touchpoint had on a conversion. An example is shown below: Here, one wants to measure th...

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