Death of 'last click wins': Media attribution and the expanding use of media data

Abstract

This paper examines how companies are currently using online analytics to understand the effects of different media in contributing to a sale, and how they can best optimize media spend. As the author indicates, this is a developing area and the paper looks in detail at how this type of analysis is evolving, specifically looking at the integration of media channels and the ability to analyse the full customer journey. In this paper, the author will refer to work performed by Digital Marketing Company RedEye to help Monarch Airlines and Hotel Chocolat understand how correct analysis can accurately identify the role different forms of online media play in contributing to an online sale. This paper is intended to promote reflection and discussion around the idea of online media reporting, through understanding the different methods currently employed and new methods now available. The author concludes that the future of reporting and analysing media spend is changing. In order to report accurately on customer behaviour and understand what marketing activity contributes towards a sale, marketers must analyse the full journey a customer makes before a conversion is achieved. There is no one-size-fits-all approach to effectively attribute sales revenue to particular forms of marketing activity. The only way to ensure marketing spend is distributed effectively is to fully understand (through the analysis of data) how different media interact with each other and their relationship to the all-important final click that leads to a sale conversion. © 2010 MACMILLAN PUBLISHERS LTD.