Tagged 'attribution'

Why “Last in” Affiliate Attribution Needs a Second Look

Posted by Robert Glazer on July 25th, 2013 at 6:25 am

One of the hottest marketing topics in 2013 is attribution, or which marketing channel (or channels) gets credit for a single sale.  Attention to attribution is skyrocketing in marketing organizations, because in many companies reporting has been set up so that every channel claims 100% of the final sale, even when their efforts were only partially responsible. This “double-counting” of converted traffic has led to inflated marketing channel reports, and more importantly, has companies overpaying for sales and leads.
In an attempt to eliminate double counting, the majority of companies choose to only value the “last in” marketing channel, giving that channel full credit for the revenue. This is particularly prevalent – but also very problematic - in the affiliate world, as “last in” attribution also determines who gets paid when there are multiple affiliates in the same click stream.
So what’s wrong with “last in”?  Five to ten years ago, there were far fewer marketing channels online and it made sense to value the channel closest to the sale. The logic was if a customer came through a given affiliate a few months ago, then came through a second affiliate at a later time, the second affiliate probably had more responsibility... Read more

The Click Means Nothing

Posted by Rob Gatto on May 28th, 2013 at 2:33 pm

In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more

Changes To One Marketing Channel Can Impact Others By 70% or More

Posted by Nathaniel Kangpan on March 21st, 2013 at 3:13 pm

Context
Digital analytics have come a long way in the past couple years. More reliable tracking mechanisms, advanced software, and broader understanding of how to measure the impact of channels has made us all smarter.  However, we’ve also become guilty of occasionally jumping to conclusions too quickly now that we can see performance by channel on a minute to minute basis.  We may inject spend into test cells that appear to be performing well only to find what appeared to be a great pocket of performance was actually a statistical blip.  Or, we may pull money out of seemingly under-performing channels and discover overall program results plummet because cause and effect correlations were not taken into consideration.  There are many victims of overzealous budget re-allocation but Display Prospecting tends to be one of the most popular.
Recommendation
Don’t get me wrong, I love seeing the high ROIs from dynamic remarketing and the low CPAs from advanced search strategies boost overall results.  But, I try not to forget where the qualified volume came from to support a successful remarketing program or where the awareness came from to deliver branded search results.
We recently ran a series of controlled tests within the retail space to quantify... Read more

Embracing the Attribution Revolution

Posted by James Green on September 27th, 2012 at 1:32 pm

Last week, Magnetic hosted the Attribution Revolution, an event in New York City that featured a panel discussion comprised of some of the greatest minds in digital ad measurement, to debate the hottest topic in today’s digital space – attribution. But while attribution has remained top of mind for marketers for some time, the industry as a whole continues to debate over the best way to measure the value of media performance across channels.
Panelists included Bill Kee, Product Manager at Google; Jeff Greenfield, COO & Co-Founder of C3 Metrics; John Bates, Product Manager for Predictive Marketing Solutions at Adobe; and Paul Pellman, CEO of Adometry. Moderated by myself, the event provided an opportunity for each company to share their opinions on the topic and debate over which method is most effective. Additionally, we had great participation from the audience, which fueled questions around QR codes, offline and online measurement and implementation.
Below, I’ve outlined a few key takeaways from the panel:

Attribution currently captures all of the effects that offline media has in the digital space. But as television and print channels begin to recognize and embrace digital, marketing mixes will begin to shift. Attribution now offers digital media the opportunity to engage in a conversation on its own... Read more

Facebook to GM – “Got Measurement?” (Ford Does)

Posted by Mark Hughes on May 18th, 2012 at 3:16 pm

C3 Metrics CEO Explains Why Facebook Needs Attribution Now
Rumors of Facebook’s advertising fall from grace are greatly exaggerated.
We could throw some bricks at GM—claim that their announcement yanking $10 million in advertising from Facebook is a pure publicity stunt from its CMO, telling the ad industry it can’t be swayed by anyone.
But the more likely story is this.
Digital Advertising Measurement Is A Lie & GM Believes It
GM has failed to be the truly analytical advertiser it should be.  It has believed the lie of online advertising followed by a herd of advertisers.  The lie isn’t that Facebook ads don’t work.
The lie is that measurement of online advertising uses woefully flawed systems built 15 years ago.  90% of top advertisers are still falling victim to this lie.  GM is using antiquated measurement equivalent to a yardstick only 2 inches long.
It’s called the last ad problem.
Even the smartest Silicon Valley technologists and Madison Avenue experts are barely familiar with the chasm of the last ad problem, so it’s worth illustrating:
Last Ad In Wins is For Losers
Imagine an Internet purchase on Zappos.  A consumer sees a contextual display ad for a jacket on Facebook because their friend just liked or commented on it. ... Read more