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.