Marketing attribution goes up the agenda for Shop.org
Great to see that Shop.org, a collective for online retailers, is putting real effort into getting heads around the problem of marketing attribution.
It’s launched a campaign to build a team of people to investigate marketing attribution so that all channels in the online conversion process (including natural search!) get fair credit for the work they do in delivering a customer, even if they’re not ‘the last click’.
Shop.org is inviting people to volunteer their help and says it will, and I quote:
”
- Review current multi-channel allocation methodologies for determining incremental sales, highlighting the pros and cons of various approaches
- Review available and emerging technologies for tracking and allocation
- Recommend best practices for retailers to implement in their organizations to effectively measure the incremental impact of their marketing dollars”
Naturally, TagMan utterly supports their endeavour!
More on Shop.org’s blog here
Tags: Attribution model, Attribution modelling, marketing allocation, marketing attribution