RKG’s Take on Multichannel Attribution in the Press Again

In an article this week, MediaPost’s Laurie Sullivan referenced George Michie’s recent Search Insider Summit panel about Multichannel Attribution:

Attribution becomes increasingly complex as more media becomes part of the mix. George Michie, CEO at Rimm-Kaufman Group, outlined the barriers to understanding attribution and provided an example of attributing each touch to a winning point in Game Seven of the NBA finals. He asked during last week’s MediaPost Search Insider Summit whether credit goes to the player in-bounding the ball to another player, or to the player who shot the ball through the hoop.

Michie also asked how marketers deal with a change in trusted metrics relied on for years as online advertising matures and changes. Year-over-year performance numbers could start to decline dramatically, and remain down for nearly a year with the change of an attribution model that now takes more than one media channel into consideration.