As it did with web analytics in 2005, Google is bringing attribution to the masses with the new free version of Google Attribution. Announced Tuesday ahead of the annual Google Marketing Next Event, Google Attribution is a simplified reformatting of Adometry, the multi-channel attribution service that Google acquired in 2014 and has woven into its enterprise offerings. The aim of Google Attribution is to simplify the complex problem of multichannel, multidevice attribution by leveraging data advertisers already have in Google Analytics, AdWords or DoubleClick Search, said Kishore Kanakamedela, director of product management at Google, by phone Monday. Bill Kee, group product manager at Google, added that Google Attribution is focused on understanding the full customer journey versus being limited to looking at last-click impact. The long-running problem with last-click attribution is that the model ignores any touch point - e.g., email, display impressions, generic search ads - … [Read more...] about Google launches free Google Attribution, hopes to kick last-click attribution to the curb
Last click attribution
Do you sometimes find yourself frustrated by the lack of results when trying a new automation, whether it’s Smart Bidding from Google or something you created yourself using a script or a macro in a spreadsheet?You aren’t alone.When the engines share case studies about amazing results from their latest automated account management system, what’s often left unspoken is all the work that went into creating the right conditions for the automation to shine.For automations to be effective, some prerequisite conditions have to be met.Here’s a simple way to illustrate the point that the effectiveness of automation depends on external factors. I picked up this concept from a presentation given by Russell Savage who founded FreeAdWordsScripts.com (which Optmyzr now owns).Self-driving cars work better with a well-marked road and correct GPS coordinates to the destination. Likewise, PPC automations like Smart Bidding rely on correct data to deliver results.Savage said that … [Read more...] about Why Last-Click Attribution Is Killing Your PPC Performance
There’s a reason many brands don’t track in-store attribution for local marketing: it’s hard. Really hard. I’m reminded of the old adage that says half the money you spend on advertising is wasted; you just don’t know which half. Similarly, half your customers walk into your store as the result of local marketing; you just don’t know which half. Proving that someone visitedyour store because they saw your online local marketing efforts at some pointis a complex undertaking. Most out-of-the-box attribution tools don’t make it easy to differentiate between local marketing traffic and a visit from someone who stepped out of a local restaurant and happened to see your store right across the street. There’s also the challenge of seeing over the walled gardens of Google, Facebook, Bing and the other major platforms to compare notes. In a world of last-click attribution, it can be difficult for brands to determine which media influence had the … [Read more...] about Getting a clearer picture of local marketing attribution
Attribution is the science behind assigning values to individual touch points throughout a customer's decision journey. It's not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets. Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it's not easy to understand the full picture of a multi-channel environment. As search continues to evolve in form and function, it's raising some important questions around how we think about and use attribution models - and is putting some of our long-held practices to the test. Do you have an attribution problem? Attribution modeling has seen incredible progress over the years, offering increasingly better solutions to track touch points throughout a conversion. While progress has been made, the attribution models that most companies are using today offer a partial solution that tracks only online conversions and … [Read more...] about Rethinking today’s attribution problem in digital marketing
Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem. Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction. Think about it from a sporting perspective. We all love watching Usain Bolt close out a relay race by sprinting 30 miles per hour, but could he win the race if his team drops the baton? I personally love watching Jordan Speith drop putt after putt in every golf tournament that he plays in (maybe I’m the only one…), but does that matter if he hit his first two drives out of bounds? (In my golf world, that works just fine — but that’s a story for another day.) You get the point: Last-click is wrong. Unfortunately, first-click attribution is wrong as well. So is … [Read more...] about What’s the best attribution model For PPC?