Google Attribution

At Google’s Marketing Next conference, the company is announcing a new beta for Google Attribution, a free tool for examining the role that different marketing strategies play in customer purchasing decisions.

Regardless of device or marketing channel, Google wants Attribution to be a home for evaluating marketing campaigns. By creating a tight loop between strategy, ad spend and feedback, Google aims to make the tool attractive to marketers that feel last-click models don’t sufficiently explain customer behavior.

A panacea for attribution is not a new construct in the world of marketing. Companies like Adobe and startups like BrightFunnel and Bizible have been developing tools for years that allow marketers to break the old last-click paradigm.

Up until recently, most marketers would credit any sale to the last touchpoint their company had with a customer. This flawed strategy allows marketers to quantitatively evaluate marketing campaigns, but its more of a heuristic than a ground truth.

New machine learning-powered methods enable marketers to model the relative contribution of disparate advertising efforts. This is a much more informative method of evaluation. In the real world, video ads, banner ads, emails and other materials all work in consonance to drive conversions — it doesn’t make sense for the final social media ad to get all the credit.

 
For more you can check Video Marketing Services