InsightIQ Blog

Attribution in Online Marketing & Advertising

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Feb 3 2009

Advertisers will shift their focus away from last-click attribution toward multi-click and custom attribution models. Over the last year there has been a dramatic shift in the way multichannel advertisers evaluated their return on investment. Among the advertisers conducted in a recent study, it's fair to say that last-click attribution methodology is a minority approach in theory if not in practice. In some cases search engine optimization benefits from this, and in some cases it does not. Either way, advertisers are making smarter decisions about their marketing investments. This will no doubt accelerate in 2009.

In Online advertising, the focus has been to attribute conversion on last click. As advertises and organizations are becoming more sophisticated in combining online and offline data, and using a multi channel view, the trend is more towards a multi click attribution model or custom attribution with defined attribution path and attribution window.

More and more online analytics is now focused on response optimization rather than on click optimization. This makes web analytics data so much more relevant and essential. Web analytics providers like Omniture and Unica’s Net Insight which allow for conversion mapping and event tracking are becoming dominant industry leaders based on their unique ability to seamless match click data to a successful conversion.

As Quaero expands its online analytics and Customer Intelligence offerings, one of the key areas that it can play a very vital role for an organization would be to define, design and deploy pragmatic attribution strategy and models.

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