Rethinking today’s attribution problem in digital marketing

Attribution is the science behind assigning values to individual touch points throughout a customer’s decision journey. It’s not only a key driver in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets.

Herein lies the problem: marketers tend to look at attribution within our own channel silo, so it’s not easy to understand the full picture of a multi-channel environment.

As search continues to evolve in form and function, it’s raising some important questions around how we think about and use attribution models — and is putting some of our long-held practices to the test.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Christi Olson

​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team within Microsoft, Christi worked in marketing both in-house and at agencies at Point It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's not geeking out about search and digital marketing she can be found with her husband at ACUO crossfit and running races across the PacificNW, brewing and trying to find the perfect beer, and going for lots of walks with their two schnauzers and pug.