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.