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Every online transaction started with a conversation and that why conversations are the new money and the rocket fuel creating the New Ecommerce Revolution.
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Scooped by Martin (Marty) Smith |
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This post shares a favorite metrics approach - model by isolating and assigning. I like to create models by marketing channel that assigns 100% of costs and sales in order to defeat the attribution monster.
The attribution monster exists because the web is so dynamic knowing who did what and why is difficult. Many things go into moving customers from visitors to buyers so accurate attribution is a myth.
Instead of trying to make web numbers make 2 + 2 = 4 sense I suggest isolating and assigning and then comparing. When you isolate and assign and then compare you see the FABRIC of the tapestry we lucky few Internet marketers weave.
Instead of attempting to assign attribution, something akin to putting a scarf on a raging bull, I like to make attribution moot by modeling around it (explained more deeply in the linked post).