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Rethinking today’s attribution problem in digital marketing
Proper attribution modeling is one of the biggest challenges facing marketers today. Columnist Christi Olson discusses the common gaps in attribution and some ideas for thinking more holistically about your digital marketing campaigns.
Attribution is the science behind assigning values to individual touch points throughout a customer’s decision journey. It’s not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets.
Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it’s not easy to understand the full picture of a multi-channel environment.
As search continues to evolve in form and function, it’s raising some important questions around how we think about and use attribution models — and is putting some of our long-held practices to the test.
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