Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

Attribution: Untangling the web of confusion — a primer for marketers

Manu Mathew
Applied Marketing Analytics: The Peer-Reviewed Journal, 2 (4), 329-339 (2016)
https://doi.org/10.69554/IJHX1689

Abstract

After more than a decade since the first marketing attribution offering appeared in the marketplace, advertisers, analysts, agencies and vendors cannot seem to agree on a common definition. Some of the confusion may be due to the complexity of the subject matter, or, as a conspiracy theorist might have it, the result of deep-rooted agendas set by those involved in media buying/planning with millions of euros at stake. Whatever the cause, the industry is now more confused than ever. One need look no further than the recent reports published by Gartner and Forrester Research to find competing perspectives that leave the industry confused. This paper shines a light on Forrester Research’s perspective that the marketing measurement and optimisation industry has evolved into a new category called ‘unified marketing impact analytics’ that combines significant strategic consulting services with software, and Gartner’s view that multi-touch, algorithmic attribution and marketing mix modelling are still two very distinct disciplines, which although integrated, rely first and foremost on software. To eliminate this confusion, this paper provides additional details designed to cut through the hype, expose the pros and cons of the different attribution approaches available, and take one step closer to defining attribution for the industry.

Keywords: attribution; marketing attribution; multi-touch attribution; marketing mix modelling; marketing measurement; marketing optimisation

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Manu Mathew is the co-founder and chief executive officer of Visual IQ. He is responsible for directing the company’s growth by expanding its client base to include Fortune 500 and Internet 1000 advertisers facing the performance and optimisation challenges inherent in multi-channel marketing. He is also responsible for expanding the capabilities of the company’s IQ Intelligence Suite of leading-edge cross-channel marketing attribution software products that help brands and agencies recognise the opportunities for optimisation hidden in their marketing performance data.

Citation

Mathew, Manu (2016, November 5). Attribution: Untangling the web of confusion — a primer for marketers. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 4. https://doi.org/10.69554/IJHX1689.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 2 / Issue 4
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.