#measurecamp attribution panel slides

1. Attribution Panel

2. Panelists
Russell Mc Athy
@therustybear
Michael Froment
@mfroment75
Nicolas Malo
@nicolasmalo

3. Myth #1
@therustybear
Every business needs
an attribution model

4. Reality #1
Most businesses dont
have a customer
@therustybear
journey that needs a
complex
model, understanding
first/last is sufficient

5. Myth #2
Attribution models are
@mfroment75 incomplete since they
do not take into
account organic &
referrals touchpoints

6. Reality #2
Most Tag Management
Systems take into account
@mfroment75 all traffic sources.
Ad servers take into
account mainly paid and
organic search sources.

7. Myth #3
All interactions can be
@nicolasmalo
taken into account
into an attribution
model

8. Reality #3
You can only attribute
@nicolasmalo what you can measure
(very difficult for
offline interactions
and multi-devices)

9. Myth #4
@therustybear Having an attribution
model will save the
business money

10. Reality #4
If you get a model the
model isnt what makes it
@therustybear useful - its the analyst
understand the impact of
the numbers against the
business processes and
goals

11. Myth #5
Attribution is so
@mfroment75 complex that you
need advanced
statistical skills to get
started

12. Reality #5
You may start by
looking at granular
@mfroment75 data for each
campaign in order to
understand the
performance of your
campaign mix

13. Myth #6
@nicolasmalo Attribution models are
complicated to
implement

14. Reality #6
More and more
@nicolasmalo solutions, like Tag
Management Systems and
Ad Servers, provide real-
time attribution

15. Myth #7
@therustybear I don’t know where to
start with attribution
modelling

16. Reality #7
@therustybear There are basic
questions that need to
be answered

17. Myth #8
Attribution is a good
@mfroment75
way to avoid paying
your campaign
suppliers

18. Reality #8
Attribution should be used
to
@mfroment75
1. reward your most
efficient partners
2. improve your campaign
mix

19. Myth #9
@nicolasmalo Attribution modeling
is expensive and only
for big corporations

20. Reality #9
@nicolasmalo You may start with an
Excel spreadsheets
and macros