Attribution in online marketing, the process which credits conversion to the correct activity (or combination of activities), has been one of the hottest topics in recent years. With the rapid increase in the number of channels and platforms available, it has become essential for marketers to be able to correctly evaluate the contribution of each campaign, and each online action to determine which combinations of the marketing mix work the best. The process of attribution becomes increasingly complicated whenever we take into consideration the large number of consumers who interact with a brand via a large number of touchpoints.
This in turn makes us consider the problem of duplication, where marketers are often invoiced twice or three times for the same conversions. Is this due to the fact that each platform, which is used, wants to take the credit for a conversion? In other words, a lot of money is involved in attribution.
This White Paper will focus on the main challenges of attribution and the different approaches which are possible, because there is not one definitive approach available. This White Paper will only concentrate on online marketing. We are all too aware that we will be ignoring an important part of the equation. By only considering online investments[1], attribution is already a complicated process, and with something new cropping up each year, this increases the fragmented nature of the Internet.
The issue of attributing conversion to a successful online marketing activity cannot be separated from the problem associated with having a large number of teams involved in the attribution process, where each team wants to be credited for what they are in charge of. This subject will be dealt with at the end of this White Paper…
[1] For us the term Web involves all interactive platforms; on the Internet, mobiles, social networks etc.
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