Getting attribution analysis right is challenging, but the payoffs make it well worth the effort.
Attribution analysis - measuring the value that each marketing impression contributes to a campaign goal - is hard to get right. In fact, it's so hard that a recent study commissioned by the Interactive Advertising Bureau (IAB) and executed by Forrester Consulting found that 44 percent of interactive marketing executives use no attribution method whatsoever, and an additional 30 percent use the first-or-last click method (in spite of the fact that few marketers, agencies, or publishers stand behind that approach).
There are many reasons that getting attribution analysis right is hard - here are a few important ones:
But the fact that attribution analysis is hard is no excuse not to do it, and smart marketers recognize that some measurement is better than no measurement. The benefits are clear - better spending, channel, and strategy decisions lead to dramatic increases in campaign performance. But perhaps most importantly, getting attribution analysis right is the only way to close the direct-response loop on a multi-channel campaign in order to utilize the predictive analysis techniques that truly move the needle on campaign performance for interactive marketers. For example, WPP's Media Innovation Group reports that better attribution analysis enabled one of its large banking clients to maintain a 25 percent conversion rate with 33 percent lower CPA on its multi-channel campaign. A detailed case study can be found here.
You can achieve similar success by utilizing the following phased approach:
According to the IAB study, only a scarce 11 percent of interactive marketers achieve this level of sophistication in leveraging algorithmic attribution models. But these rare marketers create tremendous value for their firms. And in addition to that, marketers with this experience are among the most highly sought after - and highly compensated - marketers in the world. The payoff is clearly worth the effort.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Brad Terrell is responsible for maximizing the value that Netezza technology delivers to the many innovative digital media firms that power their large scale data analysis initiatives with Netezza's analytics appliances.
Before joining Netezza (IBM acquired Netezza November 2010), Brad led digital media initiatives at Endeca as director of business development and helped fuel the firm's rapid growth from $10 million to more than $100 million in annual revenue. Prior to Endeca, Brad helped design and launch products including the Spyglass Mosaic web browser, IBM PowerPC microprocessor, H&R Block online investing website, and FlightSafety International's FAA Level C-certified flight simulators.
Brad's entrepreneurial experience includes co-founding and serving as president of ElectricWish.com, ranked among the top five e-commerce sites on the web by ZDNet in 1999, and M-Nova, a pioneer in product development outsourcing to Eastern Europe. Brad holds an MBA from MIT Sloan and a computer science degree from Rice University.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT