Does your digital attribution model work?

Dirk Beyer and Robert Stratton

This article relates the findings of a MarketShare big data simulation to create a complete simulated world in which it was clear how advertising influenced purchase decisions, and then to run various attribution approaches to see how close these approaches came to actually measuring the real influence of ads.

Does your digital attribution model work?

Dirk Beyer and Robert StrattonNeustar MarketShare

Despite the availability of big data, advertisers don't always have a clear idea about how much value each channel or campaign adds to their companies' success. To solve this problem, marketers need a clear methodology to attribute credit to the different marketing channels that correctly measures the value of each marketing contact [1]. While this statement may seem obvious, it is hardly a zero-risk proposition. The wrong attribution methods can lead advertisers to incorrectly assess the value of marketing efforts—driving them to move dollars away from successful...

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