|One of the marketing buzzwords that we identified in our annual list for 2010 was attribution. This buzz about attribution is definitely holding true as there continues to be a ton of discussion around this somewhat complicated topic. I was live blogging a webinar presented by ClearSaleing entitled "Which Attribution Solution Is The Right Fit For You? ". The webinar was moderated by Mike Grehan from Incisive Media and featured the following presenters:
- Adam Goldberg - Co-founder and CIO of ClearSaleing
- Dustin Engel - VP Strategy & Business Development
Adam started out by defining two types of attribution:
Dustin Engel then mentioned how attribution needs to be layered into analytics and used display ad servers as an example. The pros being the low level of implementation with cons being limited channel visibility and limited insight into organic channels. From there he discussed how analytics factors in with strong digital coverage and the ability to data mine against site traffic and CRM data. While heavy implementation may be required, the audience for this is really those who are existing site analytics users and those who have a limited desire to understand post-impression data.
- Operational Attribution - attribution applied everyday. It consists of cross-media tracking, daily analytical insights and daily optimization (manual or automated). He went on to discuss advertising with a purpose by leveraging incremental reach and brand attachment through to influence by differentiation and personalization and closing with the conversion.
- Project Based Attribution - data aggregation from disparate systems, monthly,seasonal and quarterly insights, budget allocation for the upcoming season/quarter. It's about planning for upcoming time and the time ahead.
In terms of advertising analytics there can be a high level of accuracy due to consistent tracking methodology. In addition you have the ability to manage large volumes of data from internal and external systems.
With regards to business intelligence, those who are confident in lift metrics will receive the most benefit. You will have the ability to pull in and interpret data from disparate sources with the ability to manage large volumes of data.
Adam added that you should be focusing on both operation and project based attribution. There is a lot of data that is required to ensure that attribution is be effectively tracked. He mentioned Forrester's 2009 Wave report that highlights some attribution vendors. The report selected vendors for a 44-criteria evaluation to determine the leaders in the attribution management field. The vendors were selected based on product fit, customer success and Forrester client demand. The evaluation process lasted several weeks as Forrester worked with each vendor to get a true understanding of the attribution offering, strategy and market presence. Report can be downloaded here.
The Q&A portion was interesting as someone asked what lift metrics mean? Dustin stated that this is really where you are looking for high level lift when you run a certain campaign. It sounded as though this was tied mainly to brand lift. They then touched on the rebirth of display and banner blindness.
Overall, I was disappointed with the webinar based on the information presented. It was a little too "salesy" for my liking. There were however some great questions in the Q&A and one potential resource that was mentioned was the sister site of ClearSaleing: http://www.attributionmanagement.com/. For those looking at more on attribution, this might be an interesting resource to check out.
Labels: attribution, clearsaleing