Attribution, Facebook, Research, Social Media:

Attribution is all about giving credit where credit is due. Merkle | RKG takes the complexity and the mystery out of the sales conversion by providing data and analysis that pinpoint which channels “assist” and which should get credit for “scoring the goal.” Know which players convert customers, focus resources with precision and prepare for the bewildered looks when you race past the competition.

Looking at data across RKG’s Attribution and Facebook clients we assess how Facebook users are currently fitting into the larger multi-channel picture.

Simply counting assists is a poor solution to the attribution puzzle.

Attribution errors can make re-targeting appear more successful than it is leading to fewer sales.

How often does the purchase match the search?

George rants about myths and the people who propagate them.

“Revenue sharing,” “commissioned sales,” “cost per action,” all sound like attractive, safe pricing models for marketing programs. But cannibalism can turn the economics of these “safe” programs south in a hurry.

Your models involve “advanced statistics”. That’s cool. Are they any good?

Announcing the RKG Attribution Management System

“Solving” the problem of attribution may be impossible, but actionable improvements are worthwhile for many and those improvements can range from the simple to the highly complex.

Getting attribution absolutely right is impossible, but even an imperfect system may add significant value.

Multichannel attribution is tricky. How are you handling it?

Do coupon affiliates drive incremental sales? I’m doubtful, but willing to eat my words if one of the big dogs is willing to participate in this test.

A really good idea (probably not ours) for testing the incremental value of display ad impressions.

How much does movement away from “last touch” allocation impact the perception of PPC marketing? Does it help PPC, or hurt? Find out what we’ve seen in the data.