Nov
22
2010
Cross channel attribution. It is a very different way of thinking about measuring marketing, It can be a bit tricky to grasp at first.
The Problem:
Prospect views a display ad, clicks.
•Next day, searches for the product, and clicks on a paid search result.
•Later, types the brand name, clicks on organic results and converts.
Which channel gets the credit?
Organic does.
Would the sale have been made without the first 2 steps?
Unlikely. So why is organic the hero?
To make it more interesting… most analytics software will give credit to the organic click, adwords will give credit to the paid click, DART will give credit to the display ad, any deduping software will give credit to whatever the business rules are configured as. If you had 3 separate agencies they would probably all take credit for that 1 conversion. Heaven help anyone on a performance contract!
Download the presentation by Mark Baartse, Head of Consulting at First Rate to explore the subject further.
First Rate_CrossChannelAttribution_SMX Mel 2010
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Nov
17
2010
We’re down at SMX and eMetrics Melbourne at the moment listening to some really interesting conversations around new trends in social media. Our favorite comment so far…’Q: where do narcissists, stalkers and the socially inept convene? A: Twitter!’
Mark Baartse, Head of Consulting at First Rate spoke about some thought provoking points about multi click attribution yesterday and is about to lead a Social Media clinic at Online Marketer Boot Camp.
BTW Mark has just come out of a session on LDA (Latent Dirichlet Allocation) and his head is spinning, huge things to come.
P.s We’re also giving away an iPad to a lucky someone down here at the event.
Say tuned for a copy of Mark’s presentation and pics of the conference and winners.
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Oct
21
2010
Mark Baartse, Consulting Director at First Rate will be presenting a session onCross Channel Attribution at the upcoming eMetric summit in Melbourne 16th – 17th November. Mark will speak about how to optimise the true value of every click on the path to conversion.
We know that users cross channels, yet we continue to do a bad job of reporting on and optimising to multiple clicks that cross channel. Mark will speak about case studies that use cross channel and multiclick attribution to get a true view of the value of each click – regardless of the channel used. After the session you will be able to optimise your media spend, to the real contribution of different channels, helping you to get the most for every media dollar.
We’ll also be running a Search Marketing Bootcamp session for eMarketers wanting to understand practices better or to brush up on their skills.
It’s free! and will take place in the exhibition hall – check it out here
Chat to the First Rate team in the exhibition hall about any niggling issues or find out what’s next for the future of search and performance.
Take your personalised code from the First Rate flyer in the delegate bag to stand no. 5 to see if you have won a nifty iPad.
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