Columnist argues in recent column for MarketingProfs that marketers have relied too long on “last click” measurement and should consider adding other analytical models
CHICAGO – As the NFL season winds to a close and the league’s elite vie for a place in Super Bowl XLIX, Kurt Anagnostopoulos, digital expert and co-founder of the firm KeywordFirst, drew a football analogy for successful Paid Search campaigns for MarketingProfs readers in a recent featured column.
“Marketers have their own version of halftime adjustments, only we call it ‘attribution modeling.’ The objective is to evaluate (by using analytics) what led to every sale—so we can replicate success”
“The winning team often isn’t the one that walked into the stadium with the best game plan but the one that saw what was happening on all points of the field and changed its game plan accordingly,” Anagnostopoulos wrote.
“Marketers have their own version of halftime adjustments, only we call it ‘attribution modeling.’ The objective is to evaluate (by using analytics) what led to every sale—so we can replicate success,” he explained.
Anagnostopoulos elaborated in his MarketingProfs article that, “traditionally, marketers have relied on one specific model, ‘last click,’ because that was all that was readily available to us.” Today, however, thanks to free tools in modern analytics engines, marketers have many more available options.
He cited five methods of attribution modeling that should command the most attention from marketers and/or offer the most promise of yielding insights:
- Last Click
- First Interaction
- Position-Based
- Time-Delay
- Linear
To learn the details, read Anagnostopoulos’ piece on the MarketingProfs website.
About KeywordFirst
KeywordFirst is a digital marketing agency that delivers search engine marketing (SEM), search engine optimization (SEO), display, social media and mobile services. The firm’s core values are transparency in execution, accountability for results and collaboration with clients. Visit www.keywordfirst.com to learn more.
