The attribution challenge: How to get real business value out of it

Abstract

Measuring the effectiveness of a marketing campaign by what is commonly referred to as ‘last click revenue’ (meaning that the last traffic source before a conversion receives the credit) has, for good reason, been dead for some years now. Many companies have jumped on the attribution bandwagon while others just talk a good game about it. Unfortunately, most marketers who attempt to solve their attribution challenges never succeed in a manner that truly helps their business. Default settings within tools like Google Analytics offer little value. All hope is not lost, however. It is very possible (indeed vital) to gain true value from attribution when done properly. When it comes right down to it, marketers (along with other budget-conscious stakeholders) just want to know where they should spend their time and money. This paper aims to help marketers and executives better understand just that.