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Attribution panel

Attribution panel



#measurecamp attribution panel slides

#measurecamp attribution panel slides



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    Attribution panel Attribution panel Presentation Transcript

    • 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