The Evolution of Attribution across the Entire Customer Base
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The document discusses the evolution of attribution in performance marketing, highlighting its importance in justifying marketing spend and understanding consumer behavior. It notes the challenges surrounding the standardization of measurement across various attribution methods, causing confusion among marketers. The future prospects of attribution, including its integration into omni-channel strategies, and its potential impacts on the affiliate space are also addressed.
The Evolution of Attribution across the Entire Customer Base
- 1. The Evolution of Attribution across the Entire Customer Journey Performance Marketing Insights: New York March 12-13 2013
- 2. Be Interactive! Ask Questions Anytime Raise Hands for Questions Wait for the Microphone! Tweet Questions #PMINYC
- 5. Why Implement Attribution? Econsultancy’s Research Resulted in 70% Surveyed Stating “to justify marketing spend”
- 6. Food For Thought 74% of Consumers Visit Two to Three Sites
- 7. Food For Thought 57% of Consumers Are More Likely to Buy if a Product is on Multiple Websites AND Consumers Who Visited Four or More Websites Spend $450 More.
- 8. Attribution Obstacles With increasing demand for understanding data, comes a growing number of vendors, with each providing its own approach. This is contributing to marketers’ confusion over which solution, if any, is right for them. Standards “The industry is yet to settle on the standardization of measurement, and this may not be possible in a world where one size doesn't fit all.” “Creating standards around attribution is the biggest challenge in the industry today. Last click provides a common language everyone can speak. The lack of consistency and consensus on approach threatens to prevent wide-scale adoption.” – Bill Kee, Google
- 9. Attribution Obstacles With increasing demand for understanding data, comes a growing number of vendors, with each providing its own approach. This is contributing to marketers’ confusion over which solution, if any, is right for them. Standards Technology “The technology in itself is not a silver bullet. The “The industry is yet to settle on the standardization analogy I like is that this technology is like GPS – it of measurement, and this may not be possible in a can get you to your destination but you still need to world where one size doesn't fit all.” decide where you want to go.” “Creating standards around attribution is the – Mike Teasdale, Harvest Digital biggest challenge in the industry today. Last click provides a common language everyone can speak. This leads retailers back to the start: The lack of consistency and consensus on approach threatens to prevent wide-scale What are my objectives this year, this month... and adoption.” how do I interpret the data provided to make the best decisions moving forward? – Bill Kee, Google
- 10. Attribution Obstacles The key strength of attribution is in its ability to provide data to help you interpret the impact of multiple touch-points along a customer’s journey. Standards Technology “The technology in itself is not a silver bullet. The “The industry is yet to settle on the standardization analogy I like is that this technology is like GPS – it of measurement, and this may not be possible in a can get you to your destination but you still need to world where one size doesn't fit all.” decide where you want to go.” “Creating standards around attribution is the – Mike Teasdale, Harvest Digital biggest challenge in the industry today. Last click provides a common language everyone can speak. This leads retailers back to the start: The lack of consistency and consensus on approach threatens to prevent wide-scale What are my objectives this year, this month... and adoption.” how do I interpret the data provided to make the best decisions moving forward? – Bill Kee, Google
- 11. Data Capture What are the Common ways to Capture Data and Measure Attribution? How do these Methods help to Understand and Create an Approach that Provides the Best Results?
- 13. Trends What Area of the Attribution do you think is the most Important Trend that needs to be Leveraged?
- 15. Future Where do you see Attribution going over the next 12 Months? Are we likely to see Wider Integration of Attribution Strategies? How do you Define and Approach Omni- channel Attribution and how do you expect this to progress over the next 12 Months?
- 17. Future Where do you see Attribution going over the next 12 Months? Are we likely to see Wider Integration of Attribution Strategies? How do you Define and Approach Omni- channel Attribution and how do you expect this to progress over the next 12 Months?
- 19. Benefits & Challenges What do you think are the possible Impacts of Attribution Implementation to the Affiliate Space? What can those in the space do to Prepare? What are some Dangers those in the space should be aware of?