Comments on: The Conversion Attribution Problem http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html?utm_source=rss&utm_medium=rss&utm_campaign=the-conversion-attribution-problem SEO Blog & Search Engine Marketing News Fri, 10 Feb 2012 15:42:34 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: 10 Quick & Dirty SEO Success Metrics - Rayzo Marketing & Consultancy Services http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-119993 10 Quick & Dirty SEO Success Metrics - Rayzo Marketing & Consultancy Services Fri, 04 Mar 2011 18:05:59 +0000 http://www.seoptimise.com/?p=1862#comment-119993 [...] It’s the entire digital marketing package. Or, as Richard Fergie at SEOptimise, highlights in The Conversion Attribution Problem, it’s about the entire Marketing [...] [...] It’s the entire digital marketing package. Or, as Richard Fergie at SEOptimise, highlights in The Conversion Attribution Problem, it’s about the entire Marketing [...]

]]> By: 30+ Advanced SEO Tactics, Techniques and Resources (55+ Links) | SEOptimise http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-82618 30+ Advanced SEO Tactics, Techniques and Resources (55+ Links) | SEOptimise Sat, 24 Apr 2010 16:33:13 +0000 http://www.seoptimise.com/?p=1862#comment-82618 [...] Conversion attribution to find out how many stages were involved in making a person finally appear on site or buy [...] [...] Conversion attribution to find out how many stages were involved in making a person finally appear on site or buy [...]

]]> By: Goal Involvement Analogy: “Conversion Attribution is Like Selling Xabi Alonso & Hoping for the Same Result” | SEOptimise http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-81768 Goal Involvement Analogy: “Conversion Attribution is Like Selling Xabi Alonso & Hoping for the Same Result” | SEOptimise Thu, 25 Mar 2010 09:27:12 +0000 http://www.seoptimise.com/?p=1862#comment-81768 [...] have announced this week at SES New York the introduction of AdWords Search Funnels. The conversion attribution problem has been heavily discussed during the last year and this led me to think of a quote which was on [...] [...] have announced this week at SES New York the introduction of AdWords Search Funnels. The conversion attribution problem has been heavily discussed during the last year and this led me to think of a quote which was on [...]

]]> By: Last Click vs First Click and the Path to Conversion | I-Optimise http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-71958 Last Click vs First Click and the Path to Conversion | I-Optimise Tue, 07 Jul 2009 12:48:15 +0000 http://www.seoptimise.com/?p=1862#comment-71958 [...] SEOptimise - The conversion attribution problem Share and Enjoy: [...] [...] SEOptimise – The conversion attribution problem Share and Enjoy: [...]

]]> By: Is paid search eating your organic sales | Radium http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-61416 Is paid search eating your organic sales | Radium Thu, 14 May 2009 16:22:39 +0000 http://www.seoptimise.com/?p=1862#comment-61416 [...] to both. If you would like a more detailed analysis of the conversion attribution problem check out SEOptimize for a good write-up on the subject. Thanks to @heygregwood for sending me this [...] [...] to both. If you would like a more detailed analysis of the conversion attribution problem check out SEOptimize for a good write-up on the subject. Thanks to @heygregwood for sending me this [...]

]]> By: Richard Fergie http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50440 Richard Fergie Wed, 11 Mar 2009 11:15:07 +0000 http://www.seoptimise.com/?p=1862#comment-50440 Thanks Huayin, that looks like a really useful post. I'm definitely going to look at your blog again in the future. Thanks Huayin, that looks like a really useful post. I’m definitely going to look at your blog again in the future.

]]> By: huayin wang http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50308 huayin wang Tue, 10 Mar 2009 15:01:46 +0000 http://www.seoptimise.com/?p=1862#comment-50308 Nice article presenting the problem of current attribution methodologies. The approaches that you described are all 2nd generation attribution analytics (see <a href="http://huayin.wordpress.com/2009/03/05/the-three-generations-of-micro-attribution-analytics/" rel="nofollow">three generations of attribution analytics</a>). Nice article presenting the problem of current attribution methodologies. The approaches that you described are all 2nd generation attribution analytics (see three generations of attribution analytics).

]]> By: Richard Fergie http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50272 Richard Fergie Tue, 10 Mar 2009 11:06:23 +0000 http://www.seoptimise.com/?p=1862#comment-50272 Hi Mark, I agree that an experiment like the one you suggest would provide some data, but it wouldn't give a complete picture. I also agree that just knowing for the sake of it is not that useful but the conversion attribution question is very important for managing an account at the keyword level; otherwise brand keywords will get far more credit then is appropriate (my opinion) Hi Mark,
I agree that an experiment like the one you suggest would provide some data, but it wouldn’t give a complete picture.
I also agree that just knowing for the sake of it is not that useful but the conversion attribution question is very important for managing an account at the keyword level; otherwise brand keywords will get far more credit then is appropriate (my opinion)

]]> By: Mark Waterfield http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50162 Mark Waterfield Mon, 09 Mar 2009 15:36:29 +0000 http://www.seoptimise.com/?p=1862#comment-50162 A Suggestion - Perhaps research can answer a lot of the questions that you have posed in this post. 1 What happens A) without Radio and B) what happens with Radio without PPC 2 What happens A) without Radio and B) what happens with Radio with PPC This is at a top level. Some of the other questions only need to have an answer to them if it is going to drive a change in strategy or activity. If they are nice to know then the answer is not worth worrying about. Once these figures are availble the ROI can be calculated. A Suggestion – Perhaps research can answer a lot of the questions that you have posed in this post.

1 What happens A) without Radio and B) what happens with Radio without PPC
2 What happens A) without Radio and B) what happens with Radio with PPC

This is at a top level. Some of the other questions only need to have an answer to them if it is going to drive a change in strategy or activity. If they are nice to know then the answer is not worth worrying about.

Once these figures are availble the ROI can be calculated.

]]> By: Richard Fergie http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50137 Richard Fergie Mon, 09 Mar 2009 13:04:45 +0000 http://www.seoptimise.com/?p=1862#comment-50137 Hi Facundo, The Google conversion university says "The most recent campaign/referral/search gets the credit for a conversion or sale" http://services.google.com/analytics/breeze/en/interpreting_reports_trafficsources/index.html Hi Facundo,
The Google conversion university says “The most recent campaign/referral/search gets the credit for a conversion or sale”
http://services.google.com/analytics/breeze/en/interpreting_reports_trafficsources/index.html

]]> By: Facundo Corradini http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50045 Facundo Corradini Mon, 09 Mar 2009 00:16:54 +0000 http://www.seoptimise.com/?p=1862#comment-50045 That's false. On Analytics, the credit would be given to AdWords, not to Organic. Even both visits would be counted as AdWords refered. That’s false. On Analytics, the credit would be given to AdWords, not to Organic. Even both visits would be counted as AdWords refered.

]]> By: Richard Fergie http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-49704 Richard Fergie Fri, 06 Mar 2009 15:01:11 +0000 http://www.seoptimise.com/?p=1862#comment-49704 I think most people can easily grasp that the "last click" model is very flawed but as you say, once you try and go beyond that people switch off. It's not just the lifetime calculation that is giving me a headache. The whole area is just one massive mess of a problem! I think most people can easily grasp that the “last click” model is very flawed but as you say, once you try and go beyond that people switch off.

It’s not just the lifetime calculation that is giving me a headache. The whole area is just one massive mess of a problem!

]]> By: James Gurd http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-49701 James Gurd Fri, 06 Mar 2009 14:18:23 +0000 http://www.seoptimise.com/?p=1862#comment-49701 Great article. I've talked about this to clients in the past but most people just switch off because it's dirty work. You've got to get your hands dirty with measurement and analytics to get an intelligent view of conversion. I think the hardest part is how you weight the value of first v subsequent clicks. Arguably first is the most important, without it you don't have them attached to your brand. Perhaps that is naive. But you have to put a line in the sand. The lifetime calculation will cause mental meltdown in most! thanks, James Great article. I’ve talked about this to clients in the past but most people just switch off because it’s dirty work. You’ve got to get your hands dirty with measurement and analytics to get an intelligent view of conversion. I think the hardest part is how you weight the value of first v subsequent clicks. Arguably first is the most important, without it you don’t have them attached to your brand. Perhaps that is naive. But you have to put a line in the sand. The lifetime calculation will cause mental meltdown in most!
thanks, James

]]> By: ogginnet (Ognian Mladenov) http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50836 ogginnet (Ognian Mladenov) Wed, 31 Dec 1969 23:59:59 +0000 http://www.seoptimise.com/?p=1862#comment-50836 The Conversion Attribution Problem | SEOptimise http://tinyurl.com/cgzmak The Conversion Attribution Problem | SEOptimise http://tinyurl.com/cgzmak

]]> By: Sznq (Suzan Gray) http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50842 Sznq (Suzan Gray) Wed, 31 Dec 1969 23:59:59 +0000 http://www.seoptimise.com/?p=1862#comment-50842 The conversion attribution problem http://tinyurl.com/cgzmak The conversion attribution problem http://tinyurl.com/cgzmak

]]> By: ltaloi (Liviu Taloi) http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50846 ltaloi (Liviu Taloi) Wed, 31 Dec 1969 23:59:59 +0000 http://www.seoptimise.com/?p=1862#comment-50846 The Conversion Attribution Problem - http://tinyurl.com/cgzmak The Conversion Attribution Problem – http://tinyurl.com/cgzmak

]]> By: kevgibbo (Kevin Gibbons) http://www.seoptimise.com/blog/2009/03/the-conversion-attribution-problem.html#comment-50851 kevgibbo (Kevin Gibbons) Wed, 31 Dec 1969 23:59:59 +0000 http://www.seoptimise.com/?p=1862#comment-50851 @einbusiness_JG will have a read, <a rel="nofollow" href="http://twitter.com/richardfergie" rel="nofollow">@richardfergie</a> wrote a similar post about conversion attribution yesterday http://tinyurl.com/cgzmak @einbusiness_JG will have a read, @richardfergie wrote a similar post about conversion attribution yesterday http://tinyurl.com/cgzmak

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