My experiences of using attribution as a social media marketer
Attribution modelling has certainly been a hot topic in 2011 and many brands have started to reap the rewards of optimising their online marketing budgets and reallocating marketing resources using it. Additionally, it can also provide incredible insight into customer behaviour and the touch points that they come into contact with up to and including the point of conversion.
To get an idea of the types of benefits brands can experience take a look at this post on the Econsultancy blog and see Dave's post giving this introduction to attribution modelling options.
Attribution modelling and social media
I’ve heard a lot recently about how the time of experimenting with social media without true measurement is coming to an end. And let’s hope that’s the case. Whilst attribution modelling certainly isn’t a panacea, using it does allow marketers to start to understand customers’…
Your options for visualising and better understanding the combination of media that assist sale across multiple touchpoints on the "path to purchase"
Back in 2008 I did an interview with Gary Angel, an analytics consultant at Semphonic, where I asked him about attribution approaches. What he said two years on is still equally relevant:
Attribution remains a significant issue for clients. In our view, there is no one right answer to attribution. We all know that first or last doesn't cut it. But it turns out that channels interact quite differently for different organizations. It also turns out to be nightmarishly difficult to produce coherent reports on channel interactions that capture anything like reality.
Building an attribution model usually seems to involve a significant company-specific deep-dive analysis followed by the creation of a set of business attribution rules that are applied to ongoing reporting. This is an area…