“An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths,” according to Google.
But by definition, it isn’t the measurement of value created. Although attempts to understand media revenue through better attribution models are always improving, arguably we are still planning and buying media against next best marketing KPIs rather than planning to deliver business outcomes.
The panel for this podcast series:
Moderator: Robin Davies, MD Operations EMEA, Conversant
Neil Kettlebrough, COO, Chalk Global; Full Service Independent & Publisher
James Duffy, Head of Digital, Total Media; Full Service Independent Agency
Conversant is the leader in personalised digital marketing, transforming the industry through cutting-edge technology, bold creative and a staggering amount of data. Its roster of 4,000 clients includes 400+ blue chip brands and 65 of the Internet Retailer Top 100. Coupled with the world’s largest affiliate marketing network, CJ Affiliate, they drive incremental sales better than anyone. Conversant is a division of Epsilon, the global leader in creating customer connections that build brand and business equity.