Back in 2008 I thought fractional attribution was a complete solution but after the last four years working with brands, my opinion has changed.
I have discovered that while this method is not entirely without merit, it is disappointingly limited and doesn’t do much to help a marketer re-allocate spend meaningfully.
In 2008 Microsoft said 'the company can now provide a scientifically based standard showing how well different media affect an eventual conversion', this was engagement mapping, a classic example of fractional attribution and what have we learnt from it?
My take on it is that user interface sliders and shiny bubble graphs are sexy but technology has to do more than look good, it must synthesise, it can’t just echo back what you tell it.
It’s important to try and learn about the successes and failures of your marketing spend, this is how we build successful programmes. Attribution analysis should enable you to examine the empirical value of your media and reallocate your spend accordingly.