Tech Crunch seeks to "demystify the
concept of “
attribution” in digital marketing, casting a sports analogy. The report says attribution in
business "is very similar to giving credit to a player for assisting another player in achieving an objective. It would be unfair to only recognize a player in terms of the number of baskets scored
without acknowledging who helped make the play possible." In fact, "one of the most common methods of
attribution in the
digitalmarketing industry is based on
last click, which means giving credit to the latest channel that the user clicked on before 'converting,' or making a purchase.
Multi-touch a
ttribution enables us to determine the true value of each
marketing channel. In this method, instead of giving 'credit' or '
attribution' to only the latest channel that drove conversion, all the channels that came before it are also given due credit based on the different methods used."
Read the whole story at TechCrunch »
