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Attribution is needed in multi-channel marketing

Google and AOL Buy Attribution Technologies

I recently posted how Last Click Attribution is Dead and how new attribution models need to be used. The central point I make is that Last Click is no longer a relevant mechanism and online marketing has matured to the point of needing more. Marketers need not only to understand how multiple touch points influence a purchase, but they also need automated tools that optimize marketing spend.

Then suddenly in the same day, AOL buys Convertro for $101 million dollars and Google acquires Adometry for an undisclosed amount. Both of these firms specialize in attribution and these moves show a clear shift in online ad platforms to be more cost effective and intelligent.

AOL Buys Convertro

Let’s first look at the AOL purchase of Convertro. AOL says that it will be integrating Convertro into AOL Ad Platforms, covering services like Adap.tv, AdLearn Open Platform (AOP) and ONE. The addition of Convertro to the AOL portfolio should allow marketers to look across the AOL channels and see how these different ads influence different kinds of users at various times in the purchasing cycle. I think it’s a necessary move for a advertising platform that is largely video based. 

Google Acquires Adometry

I am personally more excited about Google’s acquisition of Adometry. Google stated in a press release:

Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools — digital, offline, email, and more — have along their customers’ paths to purchase. This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.

We can glean that Google will likely add this attribution technology to their Adwords platform. In looking at other information Google has posted about the customer journey it’s not out of the realm of possibility to see something integrated into Google Analytics as well. Google Analytics already has some capabilities to look at different attribution models. Knowing how Google is moving towards a Universal Analytics model, which incorporates offline channels and mobile apps, it’s easy to see how they could fold new attribution functions into the toolset as well.

What do you think Google will do with Adometry?


About Nathan Matuska

Nathan Matuska is Director of Product Development at the Carlson Rezidor Hotel Group and founder of Analytics Nerd. He has nearly 15 years of experience in Ecommerce Strategies, Data Analysis, and Digital Marketing. He has extensive experience in web analytics, previously working as the Manager of Client services for a web analytics start-up and has worked with other tools such as SiteCatalyst, Google Analytics and Webtrends.

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