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.      


December 31, 2008

Attribution Models

In marketing, particularly in search engine marketing, there has been a growing interest in attribution models.  It is perhaps no coincidence that the same period saw a tighten-up budget and increasing demand for accountability – afterall, attribution is the process of how success are credited to its source(s) – a highly contentious field in marketing. 

This is one of the many reasons I expect attribution modeling to atrract even more attention in 2009 – with SEM and multi-channel marketing at the center of it all. 

There are many uses of “attribution”: in arts and academia it refers to crediting the original authors; in performance attribution – a large area covering investment, marketing etc – it refers to crediting results (or partitioning the results) to its sources or its causes; still it has a place in psychology where the attribution processes of behaivor is the focus of study.

Attribution in marketing/advertising world is the process of attributing the success (usually sales or other metrics) to the marketing/advertising activities.  Since most of the time different activities result in different customer touch points, it reduce to crediting sucess to different touch points.  From this perspective, multi-protocol attribution, engagement mapping, marketing mix modeling, even customized 800 numbers are all attribution approach and techniques.

In the follow up post, I will discuss in details the other aspects of attribution modeling; why attribution modeling is important, what are the different type of attribution challenges, how to do it, and finally what are the limitations of the whole attribution modeling approach …

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