Comments on: Dawn of a new era: On-site – Off-site Integrated Marketing http://www.multichannelmetrics.com/dawn-of-a-new-era-on-site-off-site-integrated-marketing Wed, 03 Aug 2011 17:03:17 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Huayin Wang http://www.multichannelmetrics.com/dawn-of-a-new-era-on-site-off-site-integrated-marketing/comment-page-1#comment-116 Huayin Wang Wed, 29 Apr 2009 20:51:36 +0000 http://www.multichannelmetrics.com/?p=110#comment-116 Agreed. Attribution is a very important topic, but often ignored or treated lightly. I have written a few times, on my blog, discussing macro/micro attribution analytics, the three generation of approaches but I feel it is appropriate to leave the details out in here. Agreed.

Attribution is a very important topic, but often ignored or treated lightly. I have written a few times, on my blog, discussing macro/micro attribution analytics, the three generation of approaches but I feel it is appropriate to leave the details out in here.

]]> By: Akin http://www.multichannelmetrics.com/dawn-of-a-new-era-on-site-off-site-integrated-marketing/comment-page-1#comment-115 Akin Wed, 29 Apr 2009 05:05:37 +0000 http://www.multichannelmetrics.com/?p=110#comment-115 Thank you for commenting Huayin. Correct attribution is definitely the key to sound decision making on where to place marketing funds. Unfortunately, that is easier said than done. First touch, last touch, multi match, etc. are just models of spreading credit without any real brains behind the method. As an example, for any particular company and call to action, what is to say whether giving credit to the last 3 touch points is more deserved than giving credit to the first touch point? Before I go on though, kindly elaborate what you mean with macro vs. micro attribution analytics? Thank you for commenting Huayin.

Correct attribution is definitely the key to sound decision making on where to place marketing funds.

Unfortunately, that is easier said than done. First touch, last touch, multi match, etc. are just models of spreading credit without any real brains behind the method. As an example, for any particular company and call to action, what is to say whether giving credit to the last 3 touch points is more deserved than giving credit to the first touch point?

Before I go on though, kindly elaborate what you mean with macro vs. micro attribution analytics?

]]> By: Huayin Wang http://www.multichannelmetrics.com/dawn-of-a-new-era-on-site-off-site-integrated-marketing/comment-page-1#comment-114 Huayin Wang Tue, 28 Apr 2009 15:19:31 +0000 http://www.multichannelmetrics.com/?p=110#comment-114 Akin, I like the way you calling out the "dawn of the new era" - channel integration IS that important and the world of marketing is due for a wake up call, or even better, multiple wake up calls... A related topic is the macro and micro attribution analytics, which I'd like to hear your comments, hopefully in your future posts. Thanks! Akin,
I like the way you calling out the “dawn of the new era” – channel integration IS that important and the world of marketing is due for a wake up call, or even better, multiple wake up calls…
A related topic is the macro and micro attribution analytics, which I’d like to hear your comments, hopefully in your future posts.
Thanks!

]]> By: OC Analytics » Blog Archive » Multichannel Marketing http://www.multichannelmetrics.com/dawn-of-a-new-era-on-site-off-site-integrated-marketing/comment-page-1#comment-113 OC Analytics » Blog Archive » Multichannel Marketing Mon, 20 Apr 2009 19:29:57 +0000 http://www.multichannelmetrics.com/?p=110#comment-113 [...] Arikan, author of the Multichannel Marketing book and blog, goes on to define what he calls on-site off-site integrated marketing approach as “the ability to nit your web site, email marketing, SEM, display advertising, etc. so closely [...] [...] Arikan, author of the Multichannel Marketing book and blog, goes on to define what he calls on-site off-site integrated marketing approach as “the ability to nit your web site, email marketing, SEM, display advertising, etc. so closely [...]

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