Multi-attribution models 'increase marketers understanding of ads'

12th February 2008

Advertisers are continuously looking for new ways to track the success of advertising techniques, reports an E-consultancy blog.

It claims that the last click model - where the only marketing channel rewarded is the one that recorded the last click before sale - is decreasing in popularity.

Advertisers want to understand the entire process which results in a sale, the blog adds, explaining that multi-attribution models are being developed enabling all channels that help deliver the sale to be recognised.

"This approach is very powerful in understanding the role of your display, search, email marketing and affiliates in the marketing mix," it states.

Splitting the commission between last, second to last and third clicks would encourage affiliates to develop brand building activity including blogs, email marketing and video content, the blogger claims.

Market research firm eMarketer recently forecast that spending on online advertising is set to hit $42 billion (£21.5 billion) by 2011. It predicts that paid search advertising will make up 40 per cent of the total.