Attribution Confusion

by , Feb 22, 2012, 12:56 PM
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What’s wrong with the state of online attribution? What’s right with it seems like a more apt question, according to a panel of experts at OMMA Data.  

There’s significant overinvestment coupled with a poor understanding (on the part of media planners) of how data is collected online, according to Michael Kaushansky, SVP of Analytics and Insights at Havas Digital, N.A.

“It’s a big, smarmy mess,” Greg Koerner, CMO of MediaBank, said of the overall state of data processing.  

Meanwhile, the panel raised the issue of last-click attribution -- as a way to measure online ad effectiveness -- several times. Misplaced attribution, they all aggreed, can harm a marketer's online advertising efforts, and prevent them from driving upper-funnel results.

What the easiest way to curb last-click attribution issues? Start by picking one, and only one, retargeting network, Kaushansky suggested.

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