Credit Is Due covers Attribution Management issues – currently one of the biggest challenges facing marketers using multi-channel marketing strategies such as SEO, paid search, social media, email, mobile and beyond – which create multiple touchpoints with consumers online and offline. Quantifying the total impact of these strategies is the next frontier for marketers, as they look to various reporting methods and implementing strategies to act on insights found in attribution metrics.

Attribution: What It Is And Why It’s Important

Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report, a 44-criteria evaluation of interactive attribution vendors. The report opens with a statement of why accurate, interactive attribution is so crucial: "The de facto industry standard of measuring the value of campaigns or media placements by the most recent click or interaction is ripe for change." The report continues by defining interactive attribution as "the practice of measuring the correct partial value of each interactive ad that drove a desired outcome." Reading the report will give you an un [...]


Giving Credit To Keywords Where Credit Is Due Follow-Up

In an earlier post on Search Engine Land called Giving Credit to Keywords Where Credit is due, I mentioned we'd be following up on this topic with some future analysis. The analysis we've done is in the form of a case study, below. Most companies have difficulty justifying the purchase of general top-of-the-funnel keywords such as "slippers" because typically, these types of terms don't seem to convert-at least when measured using the last click method.  Add this to the fact that general terms are usually more expensive than branded terms like "LL Bean" or "Victoria's Secret" and you'll se [...]


Giving Credit To Keywords Where Credit Is Due

We exhibited at the Internet Retailer show in Boston recently. The signage in our booth touted that we had the ability to do attribution management. For that reason, a lot of people came up to us and told us about a situation they are facing that is very common with paid search marketers: their branded keywords were the only ones were converting and their remaining keywords were just driving traffic. For each person that told me this, I asked them, 'How do you measure the success of a keyword?' They would say if it was the last ad clicked and converted, and had a positive ROI, then it was a [...]


Building An Ad Attribution Model? You Need More Than Simple Math

Increasingly, savvy search marketers believe that the traditional approach of giving conversion credit to the last ad click is a flawed attribution method. Therefore, many of you have investigated or invested in technology that allows you to track beyond the last ad that is clicked so that you can perform attribution over the team of ads that lead to a conversion. With this new tracking in place, you then need to determine the correct attribution models, and it is at this point that if you are like most marketers, you get stuck. Why do we get stuck? We quickly realize that the argument cou [...]


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