• by Joe Mandese  @mp_joemandese, August 8, 2011

Havas Media's Havas Digital unit just announced what it claims is a breakthrough in online attribution analysis for the impact of social media. The new "proprietary attribution methodology," which it developed in conjunction with predictive analytics firm Concentric, is being touted as the first to quantify "social media's impact on campaign results."

Havas said its new "social media attribution" method builds on earlier pioneering work it did in generic "digital attribution" to understand the results of online display, search and video advertising "beyond the last click."

As is deu riguer for such Havas milestones, the media shop has also released a new white paper -- "Social Media Attribution: Beyond Engagement" – to explain it. Downloadable here: http://bit.ly/qEYANl