All Attribution Models are Not Created Equal

How Smarter Attribution Leads to Smarter eCommerce Marketing

Attribution: it’s how we measure return on investment in the marketing world. An attribution model is a method for assigning value to a particular marketing campaign, channel, or vendor for helping to move a potential customer further down the marketing funnel. The value is usually measured with regards to a user’s completion of desired action, such as a purchase, registration or lead capture. Simply put, attribution is how marketers make sense out of their spend, so they know where to invest more or less in the future.

The attribution model is the backbone of every marketing plan, because it allows the marketer to evolve strategy based on what has worked historically, instead of just spending and hoping for the best. Online marketing makes attribution easier and more comprehensive than ever before, because online media is highly measurable, especially by comparison to traditional media like TV or print. (You can measure a click or even a mouse hover on an online banner, but you can’t really measure how long a user glances at a page of a magazine, or whether or not a viewer stays in the room for a TV commercial.)

Still, the measurability of online also can lead to a world of complexity, leaving marketers wondering which actions to measure, how to weigh them, and ultimately how to fine-tune their spending to create the best possible marketing mix to drive sustainable revenue growth. Over the next few weeks, we’ll spend some time on this blog diving into some of the different attribution models available to eCommerce marketers today, exploring topics such as:

Stayed tuned to learn more!

Screen Shot 2016-02-22 at 13.27.25Learn more about the different steps in refining attribution models in The Digital Marketer’s Attribution Handbook.