June 19, 2017

Attribution: What? Why? How? When?

Viewability, brand safety and attribution are all difficult issues for marketers to solve in the complex digital landscape.

 Credit: Lauren Mancke

The industry has leant heavily on addressing issues concerning viewability and ad fraud but as yet has not thrown its full weight into solving the inevitability accountability issues of attribution. It is not a simple equation to solve and with no definitive solution available, each client or agency embarking on tracking this will take their own bespoke approach. So, here are some points to get you started:So, What exactly is Attribution? Essentially it is the foundation for further measurement, further understanding the effect of the channels we market in and ultimately a steer on investment.Why is it so important? This really sits at the heart of understanding your (or in our case ourclient’s) business and will help drive more efficient campaigns and marketing spends in the long run. First and Last attribution models are outdated given the detailed media stacking that makes up the components of everyday life. To only reward partners who serve the last impression or click before a sale is made is to downplay all other touchpoints made on the path to purchase.How can we start to address this? Unfortunately there is no perfect solution (yet!) and the processes can be complex and specific. Ad servers can link up different online channels to track the paths to conversion but can only look at digital in silo and not with any other communications you may be running. Working with a partner who uses deterministic data the most accurate way to go and the rise of cookieless targeting is slowly but surely making its way.When should we start looking at this? No time like the present! Get ahead of the game and start to analyse and understand the outcomes of your digital (and non-digital) strategies. Start by looking at the channels that can be measured together and build from there.There is huge value in measuring attribution at any level and something that we feel will in the long term will aid all marketing channels as clients look to seek the most value.The IAB provides a great video overview as well as a whole host of white papers from industry experts for further reading.

Charlie Griffin, Account Director

Related Posts

No items found.

Ready to challenge?

Let's grow
your business

Let's get down to it with a free, no-obligation performance marketing review from one of our amazing team of Navigators.
Your name *
Your email *
Your phone number *
Company name *
What industry sector do you operate in? *
What are your campaign objectives? *
Please provide any other information, such as your target audience, initial budget & anything else you think may be useful *
Thanks for completing that – one of our Navigators will be in touch shortly to talk through your requirements.
Just so you know we’ll either call or email depending on the details you’ve submitted. Our working hours are 9.30am to 17.30pm Mondays to Fridays so we’ll be in touch, we’re looking forward to it!
Oops! Something went wrong while submitting the form.