Attribution Modeling Newbies --> Your Wife vs Your Last Girlfriend

Getting used to something new (especially after many years of…

C3 Metrics = Seeing The Forest (For Everything)

As we have mentioned before, the Last Click method only allows…

Attribution Modeling + Yoga = Statue of David

Six years of yoga, and you think you're becoming who you want…

Attribution Modeling ••• "We Don't Need It" (You're Fired)

One of our attribution modeling clients had a situation: the…

It’s All In How You Phrase It

The majority of modern content sites know several things. One…

Media Attribution :: Who Wins and Loses?

We’ve often been asked this question, because when you move…

Attribution Model - Einstein Shocks Online Advertising

“Information is not knowledge.” -Albert Einstein [and C3…

Attribution Model ~ Yes, I am Sleeping with an Attribution Model

An attribution model should capture all online media sources involved from the top of the funnel where sales originate… down to the very bottom of the funnel. So in a $100 transaction, an Originator would receive a fraction of $100 credit–and the Assist and Converter would also receive fractional credit of the $100 attributed to them respectively. One hundred percent of revenue credit is attributed and split among Originators, Assists, and Converters–accounting for the actual drivers of revenue. Then revenue and respective costs from paid media sources converge in a single, elegant number: Attributed Revenue-to-Spend Ratio (ARSR). It’s a simple ratio any marketer can grasp. If you have a 4.0 ratio for a specific keyword, or specific Display campaign–you’re getting $4.00 in revenue for every dollar spent on that particular media source. Conversely, if you have an Attributed Revenue-to-Spend Ratio (ARSR) of 1.25 for a particular media buy—you’re getting $1.25 in revenue for every dollar spent there.

Attribution Model – 'Go Ahead, Make My Day'

Imagine the iconic Clint Eastwood, looking down into the camera…