Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution problem is that you're trying to solve.
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Part three in a series looking at how to measure the return on investment (ROI) of analytics. In some cases it will be possible to measure the outputs, but more often than not it's going to require some deep thinking about how to evaluate the outcomes.
Part two in a series exploring how to understand and measure the return on investment in analytics. This week it's time to look at the returns generated by analytics for organizations and the extent to which it is possible to quantify them.
How do you measure the ROI of analytics? As with all ROI calculations, we need to understand what the investment levels are and then what the returns are.
Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains why you must segment or die!