MediaCom: Whitepaper. A view on attribution
Posted on: Thursday 15 December 2016
MediaCom present the MediaCom view on attribution as a fundamental part of a comprehensive analytics strategy.
MediaCom present the MediaCom view on attribution as a fundamental part of a comprehensive analytics strategy. While the historic evaluation method of digital performance is flawed, MediaCom firmly believe that attribution holds the key to smartening one's measurement surrounding online performance. Using the right technique, one is able to understand the true value of our digital media channels providing a viewpoint by channel, media partner and placement.
Don’t just think of attribution in terms of online only – the focus may well be on digital now but increasingly offline channels such as TV are being captured on an individual level. Before long we will be able to attribute the importance of a particular display placement vs. a TV spot in influencing a conversion.
Be aware that attribution is purely a bottom-up measure of success. For a true understanding of overall performance and how digital sits alongside offline media and macro factors (seasonality, wider market dynamics, brand health), econometric modelling is crucial.
Why we must demistify the digital landscape
Adela Blackford, Marketing Manager at Admedo, writes about how marketers can tackle the transparency issues addressing the programmatic landscape.Learn more
Attribution & affiliate marketing: recognising upper funnel publishers is not enough
Rakuten Marketing’s SVP/Managing Director, Global Attribution, James Collins writes about attribution and affiliate marketing.Learn more
Mobile Attribution FAQ 2017
Ten questions about mobile attribution answered in plain English by leading companies in the mobile space.Learn more