Attribution panel

Attribution Panel

PanelistsRussell Mc Athy@therustybearMichael Froment@mfroment75Nicolas Malo@nicolasmalo

Myth #1@therustybear Every business needs an attribution model

Reality #1 Most businesses dont have a customer@therustybear journey that needs a complex model, understanding first/last is sufficient

Myth #2 Attribution models are@mfroment75 incomplete since they do not take into account organic & referrals touchpoints

Reality #2 Most Tag Management Systems take into account@mfroment75 all traffic sources. Ad servers take into account mainly paid and organic search sources.

Myth #3 All interactions can be@nicolasmalo taken into account into an attribution model

Reality #3 You can only attribute@nicolasmalo what you can measure (very difficult for offline interactions and multi-devices)

Myth #4@therustybear Having an attribution model will save the business money

Reality #4 If you get a model the model isnt what makes it@therustybear useful - its the analyst understand the impact of the numbers against the business processes and goals

Myth #5 Attribution is so@mfroment75 complex that you need advanced statistical skills to get started

Reality #5 You may start by looking at granular@mfroment75 data for each campaign in order to understand the performance of your campaign mix

Myth #6@nicolasmalo Attribution models are complicated to implement

Reality #6 More and more@nicolasmalo solutions, like Tag Management Systems and Ad Servers, provide real- time attribution

Myth #7@therustybear I don’t know where to start with attribution modelling

Reality #7@therustybear There are basic questions that need to be answered

Myth #8 Attribution is a good@mfroment75 way to avoid paying your campaign suppliers

Reality #8 Attribution should be used to@mfroment75 1. reward your most efficient partners 2. improve your campaign mix

Myth #9@nicolasmalo Attribution modeling is expensive and only for big corporations

Reality #9@nicolasmalo You may start with an Excel spreadsheets and macros

Attribution panel

by Russell McAthy on Sep 24, 2012

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