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...

Full article: http://searchengineland.com/understanding-the-limits-of-a...

Tweets

@theindiefeed » 03 Apr '12, 1pm
RT @KISSmetrics2012Understanding The Limits Of Attribution [link] #SEM #marketing #measure
@garethdjames » 02 Apr '12, 7pm
I tweeted a while ago asking about the best attribution models, this post agrees with me. Doesn't exist (yet) [link]
@nozuan » 02 Apr '12, 6pm
RT @KISSmetrics: Understanding The Limits Of Attribution [link] #SEM #marketing #measure
@KISSmetrics » 02 Apr '12, 6pm
Understanding The Limits Of Attribution [link] #SEM #marketing #measure
@digiseb » 02 Apr '12, 4pm
This is an excellent article about what the #Attribution modelling CAN'T do ! [link] What do you think? #sengineland
@ElaBuhaianu » 31 Mar '12, 8am
RT @emmanuelmarques: Understanding The Limits Of Attribution [link]
@b_gone » 31 Mar '12, 2am
【気になる海外記事】「Understanding The Limits Of Attribution」 [link] #WEB戦略
@kaziahmed » 31 Mar '12, 2am
Understanding The Limits Of Multi Channel Attribution [link] #data #analytics
@AdobeMktgCloud » 30 Mar '12, 10pm
Understanding the Limits of Attribution: @drsidshah on strengths, pitfalls, and tips about attribution: [link] #measure
@DigbyNMP » 30 Mar '12, 7pm
So we can't yet solve the media mix problem but we're getting closer! Understanding The Limits Of Attribution [link]
@jarradrwalter » 30 Mar '12, 4pm
Understanding The Limits Of Attribution - [link] via @sengineland - Thoughts on Algorithmic Methods Not Included?
@PopsharedSearch » 30 Mar '12, 7am
Understanding The Limits Of Attribution (Searchengineland - 71 retweets) [link]
@pragmatic_rebel » 30 Mar '12, 4am
Understanding The Limits Of Attribution: [link] #enterprise #search
@MTDonline » 29 Mar '12, 11pm
RT @easiserv: Understanding The Limits Of Attribution [link] via @sengineland
@audette » 29 Mar '12, 11pm
Good piece: Understanding the Limits of Attribution [link]
@Design_Echo » 29 Mar '12, 11pm
RT @bkmacdaddy Understanding The Limits Of Attribution [link] [link] #Design
@NetSpeakDesign » 29 Mar '12, 11pm
Understanding The Limits Of Attribution [link] via @sengineland
@Group3Solutions » 29 Mar '12, 8pm
Understanding The Limits Of Attribution – Search Engine Land [link]
@SeoKungFu » 29 Mar '12, 7pm
RT @lyena: Understanding The Limits Of Attribution [link]
@seotweetz » 29 Mar '12, 6pm
RT @JohSteele1229: Understanding The Limits Of Attribution: While there is much discussion about… [link] #SEO @Webimax
@JohSteele1229 » 29 Mar '12, 6pm
Understanding The Limits Of Attribution: While there is much discussion about… [link] #SEO @Webimax
@JimWatson9 » 30 Mar '12, 8pm
RT @sengineland Understanding The Limits Of Attribution [link]
@dan_patterson » 30 Mar '12, 5pm
Understanding The Limits Of Attribution [link] via @sengineland
@emmanuelmarques » 30 Mar '12, 3pm
Understanding The Limits Of Attribution [link]
@tarasowski » 30 Mar '12, 8am
Understanding The Limits Of Attribution [link]
@Boudahla » 30 Mar '12, 7am
Understanding The Limits Of Attribution [link]
@caro_ds » 30 Mar '12, 7am
Understanding The Limits Of Attribution [link]
@meltduplooy » 30 Mar '12, 5am
Understanding The Limits Of Attribution [link] via @sengineland
@century_globals » 30 Mar '12, 4am
Understanding The Limits Of Attribution [link]
@mktgbill » 30 Mar '12, 12am
Understanding The Limits Of Attribution via Search Engine Land [link]
@easiserv » 29 Mar '12, 11pm
Understanding The Limits Of Attribution [link] via @sengineland
@bkmacdaddy » 29 Mar '12, 10pm
Understanding The Limits Of Attribution [link]
@lyena » 29 Mar '12, 7pm
Understanding The Limits Of Attribution [link]
@sheuneuro » 29 Mar '12, 7pm
Understanding The Limits Of Attribution [link]
@PSD311 » 29 Mar '12, 6pm
Understanding The Limits Of Attribution [link]
@ArQuiros » 29 Mar '12, 6pm
Understanding The Limits Of Attribution [link]