The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about the concept of attribution management. Other topics discussed in the webinar include:
* How to analyze your current attribution management status (or lack of it);
* Are there any good tools available?
* Which ads and sources should get credit?
* Is path analysis a waste of time?
* Will attribution pull dollars away from search?
* And much more
5. The birth of last click Came from Web Analytics Trying to solve what customers do on site Not the path they took to get there Only last click was exposed Happenstance
7. Perfect or bust “The perfect is the enemy of the good” -Volaire-
8. Many methods better than last click Not easy Not 100% accurate What’s the alternative? Simple models are very effective Even with brand exclusions Last Click Even Exclusions Rules Based Algorithmic
13. Graphic design can be done in Word™ Might see path of clicks What about display view-throughs? Email? SEO? Affiliates? Offline conversions? How do you value each step in the path Is it actionable? Time Bid Management
15. I have swampland in Florida to sell you Hottest topic in online marketing Checking the box on marketing collateral Ignores everything but search Better than last click
17. One side of the attribution coin Partially true Project vs. Operational attribution AKA Media Mix Modeling Very important Everyone should be doing this Not validating what has been done
19. Pulls dollars from search to search Not true Client’s search budgets are increasing Reduces value of brand terms Increases value of general terms Values introducer and influencers i.e. Top of the funnel
21. Interesting vs. Actionable Agree if it takes you hours upon hours to assemble paths Pull in spend data Pull in each step Match conversion Compile path reports Brand as navigation Affiliates as closers Path analysis will change the way you think about marketing
27. If time weren’t an issue… Test needs to be longer than avg. sales cycle Tests aren’t cheap How much time do you want to be in test mode? Dozens of tests need to be performed to get to answers that analytics can provide concurrently
28. A ‘simple’ A/B test 28 Network 1 Network 2 Website 1 Website 2 Creative 1 Creative 2 Sales Cycle = 7 Days Test Cycle = 14 Days What about ad sizes, demographics, psychographics? What if there were more networks, websites, creatives etc?
30. Attribution saves time Automatically calculate credit according to your attribution rules Same data points just more accurate values Decisions off more accurate data yields better outcomes 30
32. People are the silver bullet There are no silver bullets It still takes competent people Elements like bid management can be automated Humans need to set rules 32
33. Contact ClearSaleing 33 Adam S. Goldberg Chief Innovation Officer P:614.448.2688 x902 E:adam.goldberg@clearsaleing.com www.AttributionManagement.com www.ClearSaleing.com/Blog Follow ClearSaleing: http://twitter.com/ClearSaleing