Is attribution a dirty word? There are still wildly different levels of understanding, experience and even definitions of Attribution in Australia. One of the key reason for limited adoption to date is attribution being linked to just ‘Conversions’ or performance-based media and so brand marketers have been more reluctant to get involved. However, in today’s world of hyper-personalisation, attribution, when done well, can help businesses to understand their customer journey, not only just in terms of direct conversions or event sequence but also in terms of intent. Used correctly, it is pretty powerful data and something all marketers should be laser focused on.
Today’s discussion will cover topics such as objectives and relevance, common challenges and pitfalls, where the media agency sits in the equation and just what is best practice to be able to get Australian marketers up to speed in this area.