I recently attended the Conversion Conference in London, thanks to a free ticket from Conversion Thursday. It was an interesting event although my attendance at sessions was impacted by a request I received at the start of the first morning. eMetrics was happening at the same time and was suffering from a few cancellations – I was asked if I could take a session. Some frantic thinking later and I realised this was an opportunity to put together my thoughts on Campaign Attribution.
It was a topic I have wanted to explore for some time, building on discussions from my former employer Matthew Tod and extending with my own experiences and thoughts since then. I disagree with the current approach using Campaign Attribution models (last click, first click, weighted attribution, etc) as I believe the data it is possible to collect will always be incomplete – leading to incorrect interpretations & decisions.
This presentation explains why Campaign Attribution is broken and then goes on to explore the real business problems/questions and suggest alternative approaches which can work – even if very difficult. Following Matthew’s description of Last Click attribution as the goal scorer in football, all points are made using football as an analogy…
I expect a large degree of disagreement with my thoughts here and look forward to these discussions. I managed to get a reasonable level of agreement at eMetrics on the issues raised, although this was followed by “I will continue using campaign attribution” (which confused me). Please have a read through and let me know what you think.