Multi-Channel Attribution Models Spur Lively Debate at I-COM

  |  March 12, 2010   |  Comments

Agencies predict more brands will adapt the models in the next year, while others question the practice's value.

LISBON, PORTUGAL-- One of the more intriguing panels from the International Conference on Online Media Measurement (I-COM) on Thursday was about multi-channel attribution. Which ad buy gets credit for the conversion? What constitutes a "conversion"? What constitutes "attribution" for that matter?

Later that day, the panel's breakout session was joined by other marketing veterans, and a debate ensued about the need to know exactly what "caused" a consumer to make a purchase or take other action.

Andy Fisher, EVP of global data and analytics director at Starcom MediaVest USA, and Jason Shulman, CRO at [x+1], explained the value of setting up a model where appropriate marketing channels can get accredited for sales to better inform future campaigns. Each said they only know a handful of brands that use sophisticated models to do just that, while predicting that more brands would adopt what is an expensive and comprehensive practice in the next year.

"We've worked with clients who do draw value from it," Fisher said. "It's a difficult subject... The really hard problem is, how do you build the right model? And how do you show that the model you've built is better than what you were using before?"

Mike Hess, Carat USA's EVP of research, argued that brand advertisers have long used models to show causation in their post-campaign analysis. He suggested that direct marketing disciples too often get caught up in data minutiae of attribution.

"For those of us who have been working with the 'marketing mix' model for the last 10 to 15 years, we do attribution," Hess said. "But the attribution there is in the decomposition. For five points of digital, we can say that [one point is display and four points are search]. What I like about that approach is it allows a familiarity of the market forces that simultaneously impact [sales]. So there's attribution, but there's not an obsession about it."

One thing everyone on the panel seemed to agree about was that SEM gets too much credit for conversions in the current digital climate.

ClickZ is a media sponsor of the I-COM conference. Our travel and accommodation expenses were paid by the event's producers.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...