If you are passionate about attributing orders to the advertising vehicle that drove them (we've been talking about catalog matchbacks for a few days ... the online folks have lots of channels to figure out!), then give this a read from the good folks at The Rimm-Kaufman Group.
Attribution Management: The RKG Solution
As you already know, my Multichannel Forensics and Online Marketing Simulations look "forward" --- given what a customer did in the past, how is the customer likely to evolve over the next five years? With my forward-looking approach, you get to see the future impact of converting a catalog shopper to an e-mail shopper, or converting a search buyer to an affiliate buyer.
Many of your attribution issues look "back" in time, where you try to tie a response to a series of marketing activities. If that's what you are looking for, given their solution a try!
I met with George Michie last week to discuss their application, and have exchanged e-mails over the past two months on the topic. I do believe that what they are trying to accomplish is a good complement to your catalog matchbacks, and to the work that I do, or I wouldn't support their efforts.
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