To those outside marketing, knowing what’s working online appears to be a relatively simple task for marketers to address. Those who try to do this on a day-to-day basis will know that it's not always that simple!
There are a multitude of digital channels – often working in isolation of each other. What is called for is an objective way of assessing the overall impact of each channel at the aggregate level.
The industry has adopted the term "Attribution" to explain what's going on across all these channels. Unfortunately there is no standard definition of what attribution actually means. Indeed so confusing that this become that we've taken the time to write a whitepaper on this very subject to clairfy some of the options that are out there. You can download this paper - The Digital Attribution Challenge by clicking here.
This is one area where our modelling and optimisation technologies for marketers can really help. With these tools, marketers can use all their data sources to find out what’s working (and what’s not) then deliver superior digital plans. Best of all, you're not limited to just looking at Digital activity. If you want to include off-line inputs in your analysis, you can do this also!
The analytical techniques involved represent the best practice available for modern digital marketers unlike many other options which rely on blunt attribution rules or last-click alternatives.