Posts Tagged cross-channel attribution

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

Every marketer in 2010 wants to understand where the end-users first “touch’ with a company’s advertising originated and to track or even predict how many “touches” it took, and where, to generate a conversion. Then budget can be allocated in a statistically sensible manner. 

There are a number of reasons why I call these soft sciences, which I interpret to mean part science, part art, and part magic. First and foremost the cookie level technologies haven’t been developed, let alone making sure that they are collecting data in the same way.  As an aside; web analytics software, typically Omniture or Coremetrics, each has a different approach to tracking. Marketers who have adopted this type of marketing modeling are often disappointed to find that they still have to explain allocating budgets based on “confidence” and probable “significance” levels. 

Companies are expecting a little more accuracy than that. 

And, of course, there’ll be conflicts within the organization between display (what to do with post impression attribution?), email, and search. 

To me there a several reasons why mathematical modeling for interactive marketing is currently in vogue, and the way of the future:

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