Posts Tagged attribution
Cross-Channel Attribution Model On Track To Replace The Last Click
Say bye-bye to the last click as the de facto measurement tool. Tools are being developed that Forrester Research analysts believe will have an impact on the way that advertising allocates ad budgets across media channels, from online to offline.
Forrester Research recently published a report titled “The Forrester Wave: Interactive Attribution, Q4 2009,” focusing on what Analyst Emily Riley calls “the bleeding edge of an industry change.”
Online advertising has always held the promise of being the most accountable medium, but execs in the industry now realize models need to measure much more across many advertising channels. Riley says cross-channel attribution is so new that companies offering the metrics model and the technology comprise a “motley crew” from across the industry.
Most of the “solutions” are not “fully baked and few of the companies offer a full service media buy, where the company does the measurement, analysis and reallocates the media buy,” she says.
Posted by eBrand Media Research Department in Trend Tracker on November 18th, 2009