ROI in 2016: New thinking in attribution

This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.

1. Promise trumps practice

Although the emerging slate of attribution tools holds rich promise, there are many hurdles to overcome – from difficulties in identifying mobile users, constant change and the residual force of legacy thinking. This will be an area of experimentation and test-and-learn for many brands.

Implication: Brands taking their first steps in attribution should start small, with relatively contained projects that look at specific brands, particular consumer groups, or specific combinations of media. This approach will allow marketers to identify the knowledge gaps and any additional skillsets required to perform larger-scale analysis.

2. The rise of...

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