Attribution has been all the rage at the office the last few weeks. From looking at what would happen if we turned off paid completely, to how we can look at multi-channel attribution but not actually look at multi-channel attribution to judge the success of campaigns we’re working on. To judge the success of a campaign, beyond getting a customer, I’ve started to look at longer attribution windows and look at different goals within our organization.
I’m starting to only hit the tip of the iceberg and though my model is rough and could use a lot of work. It’s a starting point and you’ve to start somewhere…or you’ll never get anywhere.
The last few weeks have reminded me of a good post a few months back looking at 3 top UK retailers and how they have grown up and handled going from last click to multi-channel attribution. A line from the article I like is…
At the end of the day the data has to tell a story and it’s not always the story you want told but one that needs to be told.