Analytics Strategist

February 23, 2009

attribution is the hottest topic these days …

Why?  there are a few signs:

If web analytics is your profession or your passion, considering these:

    Avinash Kaushik has several posts in recent month:  Measuring Value of “Upper Funnel” Keywords,   Measure Latent Conversions & Visitor Behavior  and this one from almost a year ago: Conversion / ROI Attribution.

    Eric Peterson  has been busy with webinars and presentations, all over attribution problem.  He use a new metric as a foundation for attribution analysis: “Appropriate Attribution Ratio”.  

We all know that all the major web analytics vendors are working hard trying to figure out the right attribution modeling tool to offer.  My recent meeting with a major web analytics vendor also convinced me; it is all about attribution data service and attribution modeling.

Attribution is also the most talked about topic in SEM/SEO today. I can’t think of a search conference does not have sessions focus on attribution; and every SEM tool makers are tooting its solution for atrribution management

From ad-servers: Atlas’s Engagement Mapping and DoubleClick’s Exposure to Convertion Report.

Another variation of name is Multiple Attribution Protocol.

Forrester Research, who lead research in perhaps everything online marketing, has three researches on attribution within the last six months: Attribution by Emily Riley, Search and Attribution by Evan Andrews and Multicampaign attribution by John Lovett et al.  

It is a hot topic and an area not short of differing approaches.  Anyone who is seriously interested should also read Barry Parshall’s fighting post on the right and wrong approaches for attribution modeling.      


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