Analytics Strategist

September 17, 2012

The state of the attribution business (in marketing/advertising)

Filed under: misc — Tags: , , — Huayin Wang @ 8:01 pm

I had some chats with friends and colleagues lately over the topic of attribution model; the shared feeling is that there is a glaring contrast between the growing number of vendors and the utterly lack of clarity and consensus on approaches. To put this more concretely:

We all know that last click was wrong, but do not know what to do with it.

We do not know what’s the right approach and why (others are not) – is it algorithm attribution? Or is it experimental design?

Why does the right or wrong attribution model matter and to whom? What does it have to do with optimization, and how?

Very confused about Marketing Mix Modeling vs Attribution – is one more right than the other – is one enough?

And finally: who should build attribution services and who should own it?

If you think the current state of attribution is clearer than the above picture, please make you voice heard.  If you know the answer for any of the above questions, even better! You are more than welcome to share your thought and enlighten us, right here!

Thanks!

 

 

Create a free website or blog at WordPress.com.