Connect
Follow us on
Advertisement
 

A Guide to Attribution Modeling

October 16, 2012 By Marc Poirier
Get the Flash Player to see this rotator.
 

We're a long way from the early days of search and display. The tools used to serve ads via both channels have evolved a great deal, as have the tools we have access to that support our marketing intelligence.

Not so long ago, the internet evolved to a space with technology to support display advertising, such as ad servers. Display became a niche, specialty focus for marketers. There were many different jobs in this advertising microcosm that included media planners and the like. And like any microcosm, it was its own separate entity. Those who worked in display didn't consider any other concerns with regards to marketing strategy.

Meanwhile, search advertising was growing in its own independent column. It's always been about procuring sponsored listings in paid search results and then, more recently, on websites through content networks. These jobs were often occupied by the sorts of people who were slightly more analytical than media planners. They got into the weeds of how the channel performed, and played with multiple variables to try to get the best results possible.

With these two channels operating independently of each other within the same business, companies ended up with two different systems taking credit for the same sale.

For example, a consumer might be on a website where an ad for a specific product was advertised, but didn't click on the ad. Later on that shopper searches for the product, clicks a paid search ad and converts to a sale.

The team working on display assumes that because there was an impression and conversion, it's their sale. The search team assumes that because there was a search, click and conversion, that it's their sale.

The display team takes 100 percent of the credit, as does the paid search team. The truth is that the ad may have influenced the sale, but it didn't trigger the sale. Now you have two conversions for only one sale. There's obviously a problem here.

The problem is deeper than just the fact that one channel is taking credit where it's not necessarily due; the problem is also that the search side of the equation isn't taking into consideration that the display ad may have influenced the search.

This is where attribution modeling enters the picture and starts to clear up some of the potential confusion. The solution is to implement systems that see everything: i.e., systems that serve the ads and track the clicks across all channels. The idea is that instead of having your display, search and even your social marketing campaigns existing inside of their own separate vacuums, now you're able to see the results of how each of those channels operates on their own as well as in conjunction with each other.

 

SPONSORED CONTENT

MORE ON INTERNET MARKETING >>

FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: