Hi,
I'll be moderating the panel "The Ad Centric Perspective - Attribution Management" in Barcelona at 11:45 on the 6th of Feb.
Don't be mistaken, this thing called "attribution management" is one of the most important developments for digital marketing industry. It will change everything.
For about 10 years, the vast majority of web advertisers have been making [sometimes mammoth] investment decisions based on a conversion attribution methodology that gives 100% credit for a business-valuable customer action (a visit, a sale, a registration, you get the picture) to a single view of an advertisement or a single click. Just one.
Now, attribution management isn't a new development. Not at all. Media attribution work i.e. determining which ad/pr/crm/event/viral/etc touchpoints (aka consumption points) or, more importantly, investments are [causally] responsible for generating X business or perception outcome has been a challenge for marketers for, well, forever.
But, today's - and tomorrow's - digital media and advertising management technologies are creating powerful opportunities for marketers, and their agencies, to do it better, faster, more accurately and, ultimately, more productively.
So, what do you think? Will advertisers even give a damn? Who will love/hate this development most? How will new methods of attribution accountability affect how publishers value their audiences or their content? What about web site analytics firms' toolkits? And the cookie? Will the data really be actionable?
I look forward to discussing this and more with two great panelists and the audience in Barcelona.
But there's no need to wait until then. Post your thoughts here...now...
James
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