Attribution measurement and best practices: the future of marketing with Mikel Chertudi, Adobe

Bryan Eisenberg interviews Mikel Chertudi, Adobe Systems Inc., at SES Chicago 2010 on best practices for marketing attribution. Michael defines attribution as the following: attributing important metrics such as sales, orders, customers, ROI, or leads to different marketing programs such as search, email, display, PR as well as print, radio and TV, and determining which of those channels you attribute the credit to when trying to make decisions around ROI and which of those channels are driving the results of your campaigns. Mikel then goes on to discuss some of the attribution problems that marketers face. There are three consequences for marketers in not getting attribution correct: 1) underspending or overspending in different channels because you're not apportioning the correct credit to one of those channels; 2) causing tension within the marketing department around who gets credit; 3) not apportioning credit to the right individual or department. Mikel concludes with three short tips on the attribution problem.

The first tip is to standardize all of your multiple technologies and tags for tracking systems such as web analytics, paid search bid management, email service providers, ad serving by using one system. Picking one system for your attribution settings enables you to avoid double counting and other problems associated with using multiple tracking systems. The second tip is to look beyond the last click and create a baseline for measuring attribution settings. Final tip is to move away from the last click model. Mikel says marketers make the mistake of measuring what brought them to their site and then overriding that information with what they converted on their site and then overriding that by remarketing to people through the leads they have collected. Mikel says all three components must be measured separately.

To learn more about SES Chicago, please visit:
http://www.seschicago.com

Category:

Science & Technology

Tags:

• marketing attribution
• measurement
• channel surfing
• marketers
• email marketing
• display
• search marketing
• campaigns
• ROI
• mikel chertudi
• adobe
• best practices
• tips
• metrics
• ses Chicago
• attribution
• bryan eisenberg
• click
• web analytics
• paid search
• bid management
• future

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