The Attribution Model: Unmasking Bad Behaviors

Max Knight, senior director of optimization and professional services at Turn, explains two breeds of attribution offenders – the prolific cookie bomber and the dastardly conversion scooper – and reveals how they can be stopped through multi-touch attribution. Savvy marketers already know these behaviors are problematic and are looking for ways to measure the real impact of their programs rather than relying on the last-touch attribution model that allows these behaviors to continue. Unfortunately, the most common measurement technique – the A/B lift test – can only account for one variable at a time, making it too cumbersome to use for complex multi-dimensional, multi-channel marketing campaigns. The answer? Multi-touch attribution. For Max’s full article in ClickZ, click here.