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12 Responses to “Thoughts on Measurement from Ad-Tech: The Challenge of Attribution”

1. Steve Gardner Says:
   April 26th, 2007 at 9:29 am

   Spot-on commentary, Rohit. My particular bug concerns the so-called “creative” agencies that serve themselves and their award cabinets, NOT their clients. Measurable marketing is simply essential in today’s world … kudos for your thoughts.

2. 10,000 Marshmallows Daily Links 2007-04-26 - 10,000 Marshmallows - Marketing Accountability: How to eat 10,000 Marshmallows Says:
   April 26th, 2007 at 10:00 am

   [...] 360 Digital Influence: Thoughts on Measurement from Ad-Tech: The Challenge of Attribution “In the interconnected world of the Internet, measuring one element but not another can never give you a complete picture of what your customers are really doing and which element of your marketing and communications plan is having the most impact.” [...]

3. HelloWorld Says:
   April 28th, 2007 at 7:14 am

   Peace people

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4. John Bell Says:
   May 2nd, 2007 at 12:31 pm

   What about running pilot programs that try to isolate some of the comms/marketing programs to understand their impact? Still doesn’t get at the complex interactions that you are talking about. I think we would need some academic study to really “map” those influences and their interaction and cumulative effect.

5. Marston Gould Says:
   May 27th, 2007 at 12:12 am

   The truth of the matter is that we will never be able to build models that will be able to determine all of the discrete variables/values along with the impact of the interactions between these variables. For instance, often there are viral and other offline forms of marketing that simply cannot be integrated into marketing models. But this is okay. Just like we’ll never know the exact perfect price for a product at any given point to insure that neither the customer or a business are leaving opportunity cost on the table.

   What we do need to get much smarter on however is building predictive models that attempt to account for as many of these interactions as possible and drive the level of uncertainty to a point where a marketer can live with it.

   Many pieces of the puzzle are coming together. As web analytics, multivariate testing, behaviorial and remarketing ad networks, and competitive tracking improve - the ability to drive to a new level of certainty exists. The difficulty that exists is that no one owns all of the pieces to the puzzle nor have the developed the relationships with other technology firms to create the first steps towards this level of metrics and measurement. In fact, there appears to be a reluctance to do so.

   Furthermore - measurement is just the first step. Its just data. To make this entire concept of attribution important - we need to turn it into action. This will require someone using algorithisms not unlike what the multivariate testing firms use applied to content and apply it to the larger problem of attribution by expanding their scope to not only include analysis of message but of placememt, timing, and customer. Adding this level of ‘darwining’ predictive actioning to attribution, in real time can lead to solutions without having had to know all the answers before you start.

6. Alain Says:
   July 30th, 2007 at 6:52 am

   Rohit,

   Good piece on the issue of “last click attribution”. From a practical perspective, the “rules of attribution” are taking precedence over the “rules of advertising” providing a skewed perspective on the optimal balance between PPC advertising and display based advertising.

   Under the “last click” rule of attribution, click driven channels such as PPC search, are attributed and credited for a disproportionate amount of transactions. While PPC advertising is an effective online advertising channel, it benefits from being widely used at the start and end point of the consumer purchase cycle. By attributing 100% of a transaction to the last click, there is a danger in underestimating the contribution and value of impression based channels.

   It is not a question of display based programs being more effective than PPC Advertising or vis-versa, it is a about how both channels work together and their overall role within the purchase cycle.

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   February 13th, 2008 at 5:00 am

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9. B. Severide Says:
   February 13th, 2008 at 5:28 am

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   The stakes are high and only members of a secret society known as the Disciples of Sef can interpret the hidden messages, which can neutralize the mental effects of symbionics and the chips. This prompts Hendricks to write a bestselling book about it and how to cure symbionic withdrawal. As a result, he becomes a threat to Eric Krill a wealthy businessman who seeks to distribute symbionic chips to powerful people. To stop Krill, Hendricks enlists the help of Dr. Deborah Hilter who is an expert biotechnologist and a member of the Disciples of Sef. Together they devise a plan and embark on a mission to prevent the illegal mass distribution of symbionic chips worldwide. This book is extremely well written and has an almost hypnotic effect on the reader, because of its intensity, historical symbolism and clarity, which continuously draws the reader deeper into every scene all the way to the final conclusion. It is a masterpiece and destined to become a classic, much like the “Da Vinci Code,” and “The Time Machine.”

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10. kagbleada Says:
    March 24th, 2008 at 9:58 am

    Do you know if some company use the same marketing concept as Webkinz?

    I’m writing a few articles right now and want to get some info and opinions.

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