InsightIQ Blog

Campaign Attribution - Three Essential Links

Jun 17 2009

Campaign attribution analysis (i.e. figuring out which campaign is responsible for a sale) is one of the most difficult challenges in marketing. The links below should help you in your quest to understand the challenge and figure out an approach.

Campaign Analytics - Which Tactic Gets Credit? (Alex Cohen) -- Alex describes the most common techniques for attribution modelling: First one gets the credit, last one gets the credit, even distribution (credit is shared equally), and smart weighting (credit is shared unequally).
Standard Metrics Revisited: #5: Conversion/ROI Attribution (Avinash Kaushik) -- Avinash explains how to figure out who gets credit for conversions in progressively more complex scenarios.
Engagement Mapping (Microsoft Advertising) -- The Engagement Visualizer demo illustrates the complexity of the challenge and an interesting technological solution.

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