Attribution: What It Is And Why Its Important

Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report on the topic of interactive attribution. The report opens with a statement of why accurate, interactive attribution is so crucial:

The de facto industry standard of measuring the value of campaigns or media placements by the most recent click or interaction is ripe for change. The report continues by defining interactive attribution as, The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.

Reading the report will give you an understanding of how Forrester sees each vendor in the space and what each vendors strengths and weaknesses are. One key point in the analysis is there is not one specific way to do attribution - each vendor approaches attribution in a unique way. For this post, were going to focus on the two specific types of attribution: Operational (or day-to-day) attribution and Project-based (or strategic, high-level) attribution.
This video blog explains the twp crucial types of Attribution.

Category:

Science & Technology

Tags:

• attribution managament
• Forrester
• interactive attribution
• forrester wave report
• adam goldberg
• video blog
• clearsaleing
• emily riley
• opertaional attribution
• project-based attribution
• purchase path
• last click
• conversions
• touchpoints
• ppc
• crm
• analytics
• technology
• online advertising

[Demonaspet]

I'm Chief Innovation Officer of Janitorial Engineering.