Marketing attribution in practice: how it works and how to do it
After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.
Does Google Analytics overstate the value of search?
A fantastic post by Francois Derbaix, CTO at top French travel site Toprural.com, tells us that Google is as susceptible as anyone else to imposing conditions that make its services look good when you analyse your site traffic.
Comparing the stats for Toprural delivered by Google Analytics with his own 3rd-party solution, he finds that, while his own system (AT Internet’s XiTi) says 37.8% of visitors come via Google, GA says it’s 71.8%. The core of the problem, he discovers, is the good old cookie window. It turns out the default cookie window Google ascribes to visitors that arrive on a site via Google is six months. Six months!
Better technology, better marketing attribution
Web analytics expert Eric T. Peterson has gone on a new tip about campaign attribution, aka the ability to apportion credit for any campaign effectiveness to the channels, executions and partners that delivered it.
IE8 InPrivate mode threatens online ad tracking
Will the new privacy measures in IE8 spell the end for third party cookies and how can companies get around these issues?
It's time to end the tagging nightmares
Never has something seemingly so simple as page tagging caused so many problems.
Poor tagging is costing companies thousands of pounds a month from wasted web analytics, duplicate affiliate commissions and marketing that isn't tracked properly.
The cookie is dead, long live the flash cookie
With cookie deletion rates leading to significant problems with tracking online campaigns, a solution finally exists.
However, with greater tracking comes responsibility and consumers are becoming more savvy, as the Facebook 'Beacon scandal' has shown.
Panorama highlights need for brands to monitor placements
The problems with network buying exposed by Panorama last night have been around for as long as people have been buying adverts.
However, advertisers can still benefit from blind buying thanks to IASH and improved third party ad serving.
Better measurement holds the key to unlocking brand spend
Auditing sites based on unique users may be a step in the right direction but until figures are adjusted appropriately, online will lack the credibility to win serious brand spend.
The UK must adopt the same measurement standards as the US.
Behavioural targeting key to more brand advertising
The web’s success as a direct response medium has made its failure to attract brand advertising even more apparent. However, as the main hurdles are overcome all of that could change for Web 2.0 enabled sites in 2007.Measuring Web 2.0 – The death of the page impression
Advances in interface design associated with Web 2.0 will make the page impression even less meaningful than it already is. The time has come for internet to be measured more like broadcast media than press.
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
