Marketers who are trying to figure out how to allocate credit for clicks and sales should understand that their choices are pretty limited if they want to take an accurate approach. Attendees at the Online Marketing Summit conference- along with Dana Todd, who spoke to Mike McDonald – feel the attribution model must be used.
Todd, who’s the cofounder and CMO of Newsforce, stressed in an interview, “The attribution model is the only model, frankly.” Which is an endorsement that’s about as strong as they come.
Then, with respect to how everyone else at the OMS conference felt that performance and branding should be balanced, Todd said, “Most of the marketers . . . are absolutely convinced that blended is good and there has to be a certain amount of branding stuff that feeds the top of the funnel or you’re never going to get anything at the bottom of the funnel.”
And finally, although Todd also pointed out that the theory has been around for decades, she touched on the fact that the marketing “rule of three” has been confirmed, meaning it takes three exposures for individuals to remember a person, brand, or just about anything.
Take these matters into consideration as you move forward with any marketing campaigns, then.
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