Attribution Centre

The practice of ‘attribution’ is all about identifying all the marketing factors at work to drive your sales and understanding the relative contribution of each. Was it your TV and video campaign that had the most impact? Did a PPC result ensure a customer got through to your site and not a competitor’s? Or was it a combination of the two?

With the proliferation of digital services and devices being used to research and purchase products, understanding attribution only gets more complicated.

The IAB Attribution Centre is a single destination populated with our member’s latest research, smartest thinking and best practice models to help the industry get the best possible grip on this challenging topic.

 

Pages

07/08/2017
Rakuten Marketing’s SVP/Managing Director, Global Attribution, James Collins writes about attribution and affiliate marketing.  
04/01/2017
Attribution is now a strategic imperative for most brands …yet most have very limited knowledge of key requirements This resource is intended to educate and arm advertisers to make better purchase decisions.
Full version - members onlyLoginBecome a member
04/01/2017
Mindshare are busting the myth that mobile doesn't drive conversions by demonstrating a measurement model focusing on the importance of footfall attribution and optimisation.
Full version - members onlyLoginBecome a member
15/12/2016
Don’t just think of attribution in terms of online only – the focus may well be on digital now but increasingly offline channels such as TV are being captured on an individual level. Before long we will be able to attribute the importance of a particular display placement vs.
15/12/2016
MediaCom discuss an agency’s role as helping guide the process of attribution to limit potential issues.
13/12/2016
Flashtalking offer insight into a "crawl, walk, run" framework for attribution as well as discussing some specific attribution models
12/12/2016
Attribution models assign credit to some or all of the touchpoints that contribute to a conversion—such as impressions, clicks, web searches, and website visits. In this whitepaper, Quantcast outline some of the most common models used to measure display advertising and get to the bottom of how...
12/12/2016
Alex Blaikley, Group Head of Clients at iProspect Manchester discusses the role of three different attribution methodologies and when they are most suitably used.
30/11/2016
If you type “Year of Mobile” into Google you get over 1 Million results. Thought piece after thought piece has declared year after year that it is now indeed ‘The Year of Mobile’. But guess what? While we spent countless hours crafting thought pieces on the decade of mobile, it came and went....
18/11/2016
Marchex's Click-to-Call Mobile Performance Report discusses how businesses can connect in-store and over-the-phone sales as one of the most important attribution opportunities for digital marketers.

Pages