The next phase of a major industry initiative to tackle the increasingly vexed issue of marketing attribution began today with the launch of an online survey to the marketing industry.
AdNews has partnered with AdRoll to start a debate on attribution in an attempt to find some answers about a topic that – despite it being a crucial determinant to marketing ROI – has forever remained in the too-hard basket.
Among the attribution conundrums kicked about were: the efficacy or otherwise of ‘last-click’; how on earth do you attribute for offline and break down the barriers between online and offline marketing; do CEOs know about attribution and do they even care; do creatives need to be more data savvy; and what are the many challenges affecting attribution modeling moving forward.
The panel comprised: NAB head of marketing planning & performance Thomas Dobson; Lenovo Digital, social and content marketing leader Danielle Uskovic; ADMA CEO Jodie Sangster; Toshiba head of marketing & corp comms Mariana Thomas; Flight Centre Digital paid media executive John McGowan, AdRoll ANZ MD Ben Sharp, AdRoll JAPAC head of marketing Cat Prestipino and was moderated by AdNews editor Rosie Baker.
All were unanimous on one point: attribution demands serious urgent attention.
Now it's your turn to contribute to the discussion, by taking a couple of minutes to answer this simple survey.
Your responses will be crucial to informing an attribution white paper to be published by AdNews and AdRoll in April.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org