But the measurement criteria for attribution is undergoing an evolution
from traditional last-touch and first-touch models to more
sophisticated computer-generated statistical models that help both
buyers and sellers better optimize media spending and consumer
Algorithmic attribution offers advertisers the ability to react more quickly to competitive changes in the market, eMarketer
also noted. But between traditional market-driven forms of attribution
and the brave new world of algorithmic attribution, which model allows
marketers the flexibility and creativity to better track the path from
search to consideration to purchase?
Attention to Incrementality
Whether traditional attribution, like Media Mix Modeling (MMM), or algorithmic, such as Multi-Touch Attribution (MTA), attribution
is essentially the practice and measurement of incrementality—the
amount of change caused by a small increment of input. In studying the
incrementality of attribution, much depends upon the product—cars
compared to toothpaste, for example—and the length of consideration time
Read my full article on the Videa blog.