AgVoice | The Fallacy of Last Click

Most marketers, even the evolved ones, attribute the entire value of transaction results to last click and ignore the impact of all impressions served to influence his final call to action. We believe they give credit to last click mainly due to the lack of qualitative data sets to build optimization models against, and the complexity of analysis required to understand those interactions and tools to properly value the contribution of each media property.

The Last Click Rule:

- Right attribution models help marketers credit every digital exposure with the appropriate percentage of sales/revenue

- Marketers can underestimate the contribution of generic non-branded keywords and fail to show when users are focused on finding the best product or service to fulfill their need, even though they have not yet made a brand choice.

Given today's challenging economic times, intense competition and media fragmentation, attribution is critically important because so many organizations are questioning the value of their marketing budgets. Marketers should begin measuring multi campaign attribution now, before it becomes a corporate mandate.

As consumer consumption of digital medium is more diverse across formats (Search, Social, Online video, UGC) and devices, attributing the value of each channel in campaign performance will bring new challenges to online marketers

We at Media Contacts use Artemis, our proprietary media decision support system, and have implemented architectures for several clients to measure and attribute causality - so that marketers can be more nuanced and sophisticated in their media investment decision making.

Written exclusively for Adgully by:

arnab.mitra(at)mediacontacts.com