THE RKGBLOG

Credit Attribution Survey

I serve on the Shop.org study group trying to assess and define “Best Practices” in multichannel attribution.

Many of our clients wrestle with the question: how should credit be attributed between marketing programs when more than one is involved in driving a sale.

It’s a tremendously important topic and as such RKG is close to unveiling a tool/service for helping advertisers study the actual behavior of buyers, and allocate credit as they see fit. More on that later.

Shop.org is conducting a survey to determine the current state of the online retail community on this issue. How many folks are doing attribution management and how sophisticated are their approaches. Importantly, the study group members will only see aggregated data, nothing that identifies the retailer or individual filling out the survey. Survey results will NOT be used to pepper folks with marketing material. That isn’t the intent of the study.

I’m serving as the self-appointed honesty cop, making sure that this study group doesn’t turn into a marketing message for attribution management solutions. Solution providers clearly have an interest in inflating the importance and complexity of the problem, and those who know me know that I don’t have any patience for that.

Shop.org is the retail industry’s interest group, so you retailers out there, please take 5 minutes to take the survey. It’s painless, I promise!

Many thanks,

George

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Comments
6 Responses to “Credit Attribution Survey”
  1. Brian Fosse says:

    George – You’ve been hinting at an attribution service/tool as far back as the fall of 2008 and now again. When will we hear more details on this? We are longtime readers of your blog and our thoughts on allocation align. I’m interested in learning more about your coming service. Thanks.

  2. David says:

    It’s not clear from the survey whether participants get a free copy of the results. Do you know?

  3. David, I’m sure Shop.org will make the results available to participants. We’re talking about presenting them at the Annual conference if not before.

    Brian, thanks for your readership, you have keen eyes! We have did a few studies in 2008 and 2009 and built a tool for doing attribution allocations that was almost there. We kind of turned our attentions elsewhere this summer and just last month re-focused on finishing this thing off in a way that would make it valuable, scalable and cost effective.

    We’re hoping to have it finished by the end of February, but certainly by the end of Q1. We’ll talk more about the features once it’s actually up and running.

    Discounts available for early adopters! :-)

    George

  4. Dave 2.0 says:

    George, thanks for the callout on the survey. I’m VERY interested in the topic.

  5. Thanks Dave, it is a hot topic for good reason.

    I’ve had some interesting conversations with Kevin Hillstrom about his research on the offline-online component which is also fascinating. He’s coming to our client summit in May — we’d love to have you, too!

    George

  6. Kelly says:

    Hi George,
    Do you know if the results of the study have been released yet? I’d love to get my hands on a copy!
    Thanks!