How To Effectively Use Attribution With Complex Campaigns

As marketers, we think that attribution is important. However, despite all the talk in white papers, blogs, etc., little has been discussed about its effective use. For instance: is attribution always useful, what are the common attribution techniques, which is the best attribution model, what improvements in efficiency can one expect from the right attribution techniques? In this column, I shall attempt to answer some of these pressing questions. Question 1: When To Invest In Attribution? Many advertisers want to investigate cross-channel effects with multi-channel attribution. However, they use one tracking system for search, one for display and a third for email marketing. These systems are often not compatible with each other, and it is often very difficult, if not impossible, to combine data for multi-event funnel analysis. It is, as they say in Cantonese, “Like a chi...

Full article: http://searchengineland.com/effectively-using-attribution...

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