Attribution Easier In Social Media
Attribution of marketing spend has been a perennial problem online. Jen van der Meer, EVP, managing director, at the Dachis Group, suggested during an OMMA Data panel on the topic that determining attribution may actually be easier in social media because of greater engagement by consumers with owned media on sites like Facebook. There isn’t the same “knife fight” over who get credit for the last click on traditional sites. She says it may not be well suited for figuring out the path to a shopping cart—since not much commerce takes place on Facebook—but for other kinds of actions brands may want to encourage related to raising brand awareness.