{"id":17766,"date":"2012-09-19T12:10:21","date_gmt":"2012-09-19T12:10:21","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/4-metaphors-for-last-click-attribution-flaws-infographic\/"},"modified":"2025-03-24T14:14:49","modified_gmt":"2025-03-24T14:14:49","slug":"4-metaphors-for-last-click-attribution-flaws-infographic","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/4-metaphors-for-last-click-attribution-flaws-infographic\/","title":{"rendered":"4 Metaphors for Last-Click Attribution Flaws [INFOGRAPHIC]"},"content":{"rendered":"<p>A\u00a0majority of marketers still use last-click attribution to value performance-oriented campaigns.\u00a0Yet, at the same<br \/>\ntime, <a title=\"marketers realize it is ineffective\" href=\"http:\/\/services.google.com\/fh\/files\/misc\/marketing_attribution_whitepaper.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">marketers realize it is ineffective<\/a> at gauging the true influence campaigns have<br \/>\non the consumer\u2019s path to conversion.<img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<p>Is this you? Is this your performance marketing counterpart? For performance marketers who solely rely on last-click<br \/>\nattribution to effectively measure online advertising campaigns, we\u2019ve got four metaphors for you&#8230;<\/p>\n<div><\/div>\n<h4><\/h4>\n<h4>Let me break it down for you&#8230;<strong>\u00a0<\/strong><\/h4>\n<p>#1. A tiny mouse riding a<br \/>\nmassive elephant, stating, \u201cWow, look how much dust <span style=\"text-decoration: underline;\">WE<\/span> are<br \/>\ncreating!\u201d<\/p>\n<p>Last-click (and first-click) model completely under-value marketing efforts influencing the middle of the sales<br \/>\nfunnel (e.g., research and consideration), just as this mouse is under-valuing the elephant\u2019s size and strength<br \/>\ncompared to his own.<\/p>\n<p>Research implies measurement models that assume a single touchpoint influence are not correct at estimating value,<br \/>\nand sorry Mr. Mouse, neither are you.<\/p>\n<p><strong>#2. Choosing a product according to its packaging, rather than the product quality.<\/strong><br \/>\nChoosing a product based on its packaging and price is akin to measuring a campaign by a single touchpoint.<br \/>\nSingle-click attribution does not accurately capture the real influence a campaign has on a customer conversion<br \/>\n(e.g., a purchase), just as a product\u2019s packaging does not accurately reflect the true quality and benefits of the<br \/>\nproduct.<\/p>\n<p><strong>#3. Building a house and only paying the painter, because he was the last person to work on<br \/>\nit.<\/strong><br \/>\nIf only this was a real-life scenario! What an incredible investment: paying a $2,000 paint job for a 2,500<br \/>\nsquare-foot house with a $350,000 price tag?<\/p>\n<p>But this would never happen, so why is it happening with online marketing measurement models? As customers journey<br \/>\ndown the sales funnel, they engage with numerous advertisements and marketing messages. If these multiple<br \/>\ntouchpoints are not all measured, then marketers are not receiving an accurate ROI of their online ad<br \/>\ncampaigns.<\/p>\n<p><strong>#4. A graduating senior thanking her last teacher for\u00a0her entire high school\u00a0education and<br \/>\nsuccess.<\/strong><br \/>\nJust like the above metaphors, this graduating student is under-valuing her 4-year academic\u00a0experience by<br \/>\nacknowledging one teacher. Need I say more?<\/p>\n<p>The message of these metaphors is all the same:\u00a0any click-based attribution model does not accurately capture the<br \/>\nreal influence of an online ad campaign, and therefore,\u00a0under-values brand impact. Especially with SmartVideo<br \/>\nadvertising, a more personal and intimate medium that captures user attention and engagement for longer periods,<br \/>\nvideo has more potential to influence a buy decision at distance, with or without a click.<\/p>\n<p><strong>Ok, I get it. But I still use marketing attribution. Now what?\u00a0<\/strong><\/p>\n<p>We understand that marketers employ multiple marketing tactics to drive traffic and acquisition, and that all<br \/>\ntactics contribute to overall performance.SundaySky is a firm believer that there is one source for each<br \/>\norder converted, and we do support the notion of having attribution to every marketing tactic. A\u00a0single conversion<br \/>\nshould only be counted once and\u00a0attribution needs to add up to 100%.\u00a0We also recognize omni-channel strategies,<br \/>\nmeaning tactics contribute to online and offline impact.<\/p>\n<p>We recommend <a title=\"using control-group analysis\" href=\"http:\/\/info.sundaysky.com\/blog\/How-You-Should-Be-Measuring-Business-Video-Impact\" target=\"_blank\" rel=\"noopener noreferrer\">using control-group analysis<\/a> together with attribution modeling. Attribution<br \/>\nmodels are still important for analyzing behavioral segments, optimizing the campaign via creative selection and<br \/>\nsmart targeting, and understanding cross-campaign interactions using control-group testing. However, using<br \/>\ncontrol-group testing can take much of the guesswork out of attribution modeling. If you employ both tools, you can<br \/>\nuse the results of control-group analysis to tune and validate your attribution models.<\/p>\n<h4>What do you think? Do you agree with our above examples? We&#8217;d love to hear\u00a0from\u00a0performance and brand\u00a0marketers<br \/>\nalike on\u00a0this topic.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Four metaphors for performance marketers who only use last-click attribution to effectively measure online and video advertising campaigns.<\/p>\n","protected":false},"author":7,"featured_media":20834,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[104],"blog-topic":[],"class_list":["post-17766","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Metaphors for Last-Click Attribution Flaws [INFOGRAPHIC] | SundaySky<\/title>\n<meta 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