All attribution vendors are not created equal. I've done a lot of hands-on research about various attribution solutions available. As I've become more comfortable with the tools and methodologies available, a few things have become evident that every marketer should consider when selecting an attribution product. Products that offer “full-funnel attribution” yield significantly better insights and are worth the investment. Completeness of the underlying data set is the only way to ensure accurate attribution results and recommendations. Having the ability to confirm the quality of the data set is also essential.

1. Selecting an Attribution Platform
All attribution vendors are not created equal. I’ve done a lot of
hands-on research about various attribution solutions available. As
I’ve become more comfortable with the tools and methodologies
available, a few things have become evident that every marketer
should consider when selecting an attribution product.
Ensure the Data Is Complete and Accurate
Products that offer “full-funnel attribution” yield significantly better
insights and are worth the investment. Completeness of the
underlying data set is the only way to ensure accurate attribution
results and recommendations. Having the ability to confirm the
quality of the data set is also essential.
And it matters how the attribution vendor assigns credit to the
conversion. Currently, most providers use one of two different
methodologies to assign credit. The more accurate approach
assigns credit based on analyzing actual campaign data, which
allows you to make objective investment decisions. A simpler, but
less accurate, technique relies on pre-determined assumptions on
which campaign attributes deserve more credit. Making decisions
based on arbitrary assumptions like these does not produce
actionable results.
Automation of Insights Help Scale a Marketing Organization
Note that data sets are far too complex and large for analysts to
manually evaluate and optimize. And by the time you find any
helpful correlations, it’s likely too late to do anything meaningful
with the information. Rather than having to re-build and re-run
models multiple times, a sophisticated attribution tool should
uncover as many insights as possible in an automated fashion.
And the outputs from these insights need to be automated so they
can feed search engines, display platforms and other media-
buying venues, allowing tactical recommendations to become
practical to implement.
No optimization tool is flexible enough to handle all of the
campaign constraints that a client might have. There are
contractual, as well as policy reasons, that live outside of the
data that need to be respected. That’s why it is critical to have
robust modeling tools you can use to adjust recommendations
based on varying constraints. Once the media buyer has the core
optimization recommendations, she can use what-if modeling tools
to apply constraints.
A discussion posted on Digiday on what to look for in an attribution vendor by Troy Lerner, president of Booyah Advertising.
Attribution Vendors Are Not
Created Equal

2. Pitfalls to Avoid
Finally, there are also a few things you should actively avoid when
searching for an attribution partner. For example, be skeptical of
any vendor that promises immediate returns or “out of the box”
insights. The truth is, there’s no such thing as one-size-fits-all
attribution, and for every campaign and client, it takes some level
of customization and understanding of business goals in order to
make attribution work. Steer clear of products that promise results
without investing the time to understand the business and its goals.
Similarly, avoid real-time attribution reports. Several vendors
tout products that deliver real-time results. I hope we get there
someday, but I don’t believe it yet. Actionable attribution analysis
typically requires several weeks or even months of data.
Finally, make sure your contact includes access to the nerds.
Getting high-quality attribution insights is complicated and
requires lots of data and a flawless trafficking/tagging system.
You’ll need to put your own talented folks onto the project,
but you’ll also need regular contact with the experts from your
selected tool provider. The sales guy will certainly promise you this
access, but it’s worth asking the technical experts directly if this is
their understanding as well.
Pick a Vendor for the Long-Term
Attribution tools have matured greatly, but many vendors still sell
solutions that sound (and are!) too good to be true. Keep in mind
that you’ll likely be engaged with your attribution partner for a long
time. It’s a significant investment of time, effort and money, so pick
a tool that serves your needs and a provider that will stand by you.
You’ll be glad you did.
NEXT STEPS
To learn more about Adometry, advanced attribution
and media verification, please visit us at www.adometry.com
Adometry, Inc.
4301 Westbank Dr.
Building A, Ste. 100
Austin, TX 78746
1-866-512-5425
info@adometry.com
About Adometry
Adometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to
generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution
platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for
some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven
methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest
amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra
Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
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