That’s what Cory Treffiletti, President, Managing Partner,
Catalyst:SF, and moderator on OMMA M&M’s “Campaign Attribution†panel seemed to suggest we’re finally getting to with regards to using the click, or the last click, as the
standard for online campaign effectiveness.
“Are we making this too difficult,†Treffiletti asked. “Shouldn’t we just
be focusing on the audience that we are exposed to? Should we look past the click?â€
David Yoakum, Web Analytics, Gap Inc., agreed, noting
that the Gap once hired four highbrow statisticians to conduct some sophisticated campaign attribution analysis. Plenty of time and money yielded a common sense result than any digital strategist
could have come up with intuitively, he said.
“They came up with some answers that were almost identical to what we would have gotten if we
looked at the last click or something like that,†he said. “The answer is it’s good to do a deep dive analysis every once in a while.â€
Yoakum