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Analytics/Data | 2 MIN READ

First Click vs Last Click: Attribution Methodologies to Ensure Cross-Channel Success

By Michael Penney
Managing Director, Agency Services

The path towards becoming very good at attribution may take time, but evidence points to the fact that marketers begin to see the benefits of attribution fairly quickly. In a recent study done by Forrester, marketers have cited improvements in digital media efficiencies from 15% to more than 30% in the first year, mostly due to finding and eliminating waste in media plans.

1. Increasing Complexity

Today’s environment has become complex and challenging, and today we see a mindboggling number of routes a consumer can take towards making a purchase. Companies are interacting with customers in stores, on websites, via social media and search engines, TV, print, billboards, mobile, and email; the number of channels, devices, and touches can be intimidating – 40 to 70 for some Yes Marketing clients, and very rarely are any working in silos.

2. Improving Technology

The amount and complexity of transactional information have increased dramatically over the past decade. Today’s technology allows for the storage and complex analysis of billions of pieces of customer activity. We have quicker, more accurate and deeper insights today than we had in the past. In addition, free attribution tools, such as Google Analytics’ Model Comparison tool, are bringing the ability to explore digital attribution to all businesses. 

3. A Need for more Accurate Insights

While improvements in technology have enabled increasing data and analysis, many marketers are still relying on simple forms of attribution, such as “last touch” (eConsultancy, Google). Such attribution could lead to an erroneous conclusion of what actually drove the revenue, rather than what acted as the facilitator to it. Marketing organizations require improved methodologies to more accurately understand which programs are revenue drivers and those that are not. They face the challenge of developing an approach that leverages the best available information, yet can be applied from a practical perspective.

Author Bio

Michael Penney

As Managing Director of agency services, Mike Penney is leading the development and expansion of professional services at Yes Marketing to address our clients’ increasing demand for integrated solutions. Before joining Yes Marketing, Mike founded DUDE Digital, where he worked with senior leaders to make improvements in their marketing and help them develop their marketing organizations. He offered a strategic perspective and particular depth in applying knowledge of requisite analytics, big data, technology, and tools to help with a broad range of opportunities. Prior to this, Mike led Epsilon's strategic consulting, advanced analytics and digital consulting capabilities and had leadership responsibilities in several professional services organizations, including McKinsey & Company and Accenture.

Managing Director, Agency Services

Michael Penney

As Managing Director of agency services, Mike Penney is leading the development and expansion of professional services at Yes Marketing to address our clients’ increasing demand for integrated solutions. Before joining Yes Marketing, Mike founded DUDE Digital, where he worked with senior leaders to make improvements in their marketing and help them develop their marketing organizations. He offered a strategic perspective and particular depth in applying knowledge of requisite analytics, big data, technology, and tools to help with a broad range of opportunities. Prior to this, Mike led Epsilon's strategic consulting, advanced analytics and digital consulting capabilities and had leadership responsibilities in several professional services organizations, including McKinsey & Company and Accenture.