Attribution Panel

Panelists

Russell Mc Athy @therustybear

Michael Froment@mfroment75

Nicolas Malo@nicolasmalo

Myth #1

Every business needs an attribution model

@therustybear

Reality #1

Most businesses dont have a customer

journey that needs a complex model, understanding

first/last is sufficient

@therustybear

Myth #2

Attribution models are incomplete since they

do not take into account organic &

referrals touchpoints

@mfroment75

Reality #2

Most Tag Management Systems take into account

all traffic sources.

Ad servers take into account mainly paid and organic search sources.

@mfroment75

Myth #3

All interactions can be taken into account into an attribution

model

@nicolasmalo

Reality #3

You can only attribute what you can measure

(very difficult for offline interactions and multi-devices)

@nicolasmalo

Myth #4

Having an attribution model will save the

business money

@therustybear

Reality #4

If you get a model the model isnt what makes it

useful - its the analyst understand the impact of the numbers against the business processes and

goals

@therustybear

Myth #5

Attribution is so complex that you need advanced

statistical skills to get started

@mfroment75

Reality #5

You may start by looking at granular

data for each campaign in order to

understand the performance of your

campaign mix

@mfroment75

Myth #6

Attribution models are complicated to

implement

@nicolasmalo

Reality #6

More and more solutions, like Tag Management

Systems and Ad Servers, provide real-time

attribution

@nicolasmalo

Myth #7

I don’t know where to start with attribution

modelling

@therustybear

Reality #7

There are basic questions that need to

be answered

@therustybear

Myth #8

Attribution is a good way to avoid paying

your campaign suppliers

@mfroment75

Reality #8

Attribution should be used to

1. reward your most efficient partners

2. improve your campaign mix

@mfroment75

Myth #9

Attribution modeling is expensive and only for big corporations

@nicolasmalo

Reality #9

You may start with an Excel spreadsheets

and macros

@nicolasmalo