All you need to know about attribution models

It was august 2009 and I was invited to a meeting with Marketing managers of a multinational company. End of year was coming and all of them where working on their budgets for the next year. Each director was supposed to present their proposal and then distribute the marketing budget based on the potential revenue each area could generate for the company (paid search, SEO, TV, email marketing, etc). Each director made his presentation trying to convince all the rest that his/her area had the best potential and, hopefully, get the biggest budget. It was really interesting that each of

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All you need to know about the Google Attribution Model which is not much by now

Well, remember that in my past post I was talking about trusting your main source of value to a third party that can have a different objective/s than yours? I also mentioned the example of using Google Attribution Model. Well, if I would be Google I would try with all my might to be the one that sets the standard of the attribution model the people use. Why? Because the attribution model is the one that tells you how and where you should invest your advertising budget. So, apparently Google is aligned with that idea, because has just launched their “free Google Attribution” model.

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Attribution Models, Constraint management vs direct attribution

The last month I attended eMetrics New York, probably the most important and relevant event in our industry, which was incredible well organized by amazing people like Jim Sterne (a little history of it) and with a range of topics to satisfy even the most particular taste. I wasn’t able to listen all the presentations because I was at our booth, but the average quality of presentations was pretty good. The only thing is that, apparently, we have a new fashion word, let me introduce you the best, the most important and relevant word from the Online marketing industry…with you…”Attribution“. Now, seriously…I’m surprised

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