April 24, 2009

Internet marketing metrics - Attribution Models

Attribution models can be problematic for online marketers especially. Traditionally, if sales an item spiked following a specific campaign element, one could attribute that increase to that campaign element. Online, though, attribution is harder to determine. In search, for example, how does one determine whether it was the final text ad clicked that was the primary cause of a conversion? How do you know the decision wasn’t made two clicks before or even offline? 

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