Campaign Attribution: Diplomacy and playing favorites
April 1st, 2009
No comments
Attending the eMetrics conference this week in Toronto wasn’t necessarily a huge eye-opener for me, but several insightful discussions did arise from the show’s fundamentally significant panels and presentations. One such topic included a sore spot for all online marketers and analysts at some point in their career: campaign attribution a.k.a. who gets the final credit for a conversion.
Who gets the credit? Traditional Marketing? Online advertising? Last source of conversion? Sales? Or maybe customer service? Who gets blamed for bad leads? Someone’s gotta take the heat, right?
