3 ms·
It's changed a little bit -- 50% of your advertising budget is wasted, and you can generally tell which 50% -- but past performance is now a poor indicator of f
by exelius 9y ago
It's changed a little bit -- 50% of your advertising budget is wasted, and you can generally tell which 50% -- but past performance is now a poor indicator of future returns. So you can tell what 50% was wasted, but it's harder to tell what's going to work next time.
- shostack 9y agoThe question of which 50% gets even murkier the more data we have. For example, cross-channel/cross-device attribution used to be a known thing, but it was always pretty hazy because pretty much all analytics and conversion tracking was last click (or first touch if you're a direct mail company). Then we started getting attribution tools and getting different pieces of the puzzle. Now the issue has become that there's all these ways of looking at the data that can point you in the right general direction, but short of dynamic/data-driven attribution models with MASSIVE amounts of data feeding into them, it can still be difficult to say "actually this is what this channel did for us." For orgs comfortable with data that is a bit fuzzier, that's fine, but for orgs where people are held to strict numbers based on the last click, it can hobble them when it comes to higher-funnel or view-through heavy channels like social, display, PR, etc.