| Talk To Us

The Dirty (Big) Secret with Attribution

In AdExchanger this week, Gartner Group’s Martin Kihn outlines the struggles of current marketing attribution platforms to accurately and effectively measure today’s complex marketing ecosystem. Read article here. In the article, he cites an in-depth research effort conducted by staff at Google and Microsoft that comes to the conclusion that click or tracking-based marketing attribution platforms simply cannot accurately measure marketing.

OptiMine concurs with this conclusion. In fact, our founder, Rob Cooley, came to this conclusion in the 1990’s when attempting to solve the digital marketing measurement challenge in the early days of digital marketing campaigns. The issues are many:

  • Attribution platforms that rely on cookies, PII and the expensive endeavor of stitching together consumer profiles across devices struggle mightily with things that happen offline (like retail sales in a store, or orders placed with an agent or through a call center)
  • Even when these platforms get it “partly right” they can be massively wrong. Even with small numbers of incorrectly attributed consumers across devices, the resulting models have significant error rates and accuracy issues
  • These solutions are slow to deploy and expensive to maintain.  Many in the market incorrectly assume that to deploy an attribution platform, a company simply needs to place a tracking pixel on all of its digital assets. What they fail to realize is that to get to a first full, robust predictive model, those tags need to sit for months to collect user data- through seasonal periods, promotional cycles and over time to capture sufficient history. Furthermore, there are  hidden expenses (data onboarding, data overlays, PII stitching, etc.) that, while help the effort, are never enough to close the gap across all customers and devices.

There’s a better way: OptiMine.  
OptiMine was founded on the premise that click and customer-tracking based attribution approaches would ultimately falter, and that there was a better way to solve the modern marketing measurement challenge. This week, we published an analytics whitepaper that outlines the different methodologies in the market, their strengths and risks, and we hope that marketers read this before making an important decision about the right path to pursue for their marketing measurement journey. We came to the same conclusions as the Google and Microsoft researchers- that today’s attribution vendors and solutions have insurmountable fatal flaws. You can download the whitepaper for free here. Share it with your analytics teams!