The End of Last Click - An Examination of Attribution

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  • Sponsored by Zeta Global

    Written by Nicholas Einstein with David Daniels Attribution, measurement, last click, analysis,resarch, email marketing

    About: Published in March 2017, we take an extensive look at attribution methods and review which measurement tactics worked in 2016 and those that need to be updated in 2017.Measuring the impact of campaign effectiveness on business results has become more difficult as consumers interact with brands and marketers through an increasingly diverse selection of channels, networks, and devices. Marketers who once leveraged simplistic methodologies to track marketing performance are now employing more sophisticated tactics that better quantify the relative impact of each customer touch point, and provide more granular data to analyze for ongoing media buying decisions. Marketers, who commit to omnichannel attribution modeling and allocate requisite resources towards ongoing optimization, will be better positioned to efficiently reach consumers across channels.

    We address these topics:

    - The rise of cross-channel attribution

    - Adoption of attribution methods

    - The future of attribution methods

    - Measuring the effectiveness of the measures

    Report Excerpt: Cross-channel attribution is regarded by many as a consumer marketing tactic, but data indicates that marketers targeting not only consumers, but also the business, education, and even non-profit sectors, are beginning to adopt the tools and methodologies required to measure the synergies between channels. B-to-C and B-to-B marketers report nearly identical utilization metrics, with the clear majority either using or planning on implementing cross-channel attribution tools, and about 20 percent sitting on the sidelinesfor now. Executive marketers targeting government, education, and non-profit sectors report current utilization of more advanced attribution at 31 percent, 39 percent, and 37 percenrespectively. 

    The Research: 11 pages, 8 graphics, 3589 words

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