This document discusses myths and realities around attribution modeling. It features responses from three panelists addressing common misconceptions. The panelists provide their expert views, noting that attribution does not need to be overly complex, can account for various touchpoints, and should be used to optimize performance rather than avoid paying partners. Starting simply, such as with Excel, is recommended before requiring advanced solutions.

1. Attribution Panel

2. Panelists
Russell Mc Athy
@therustybear
Michael Froment
@mfroment75
Nicolas Malo
@nicolasmalo

3. Myth #1
@therustybear
Every business needs
an attribution model

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

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

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

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

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

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

10. 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

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

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

13. Myth #6
@nicolasmalo Attribution models are
complicated to
implement

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

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

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

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

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

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

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