For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	March 3, 2009 Redefining Attribution In The Social Computing Era Comparing Channels Using The Block-And-Tackle Methodology by Emily Riley with Rebecca Jennings, Emily Bowen	Average: 7  (1 rating)

This is an excerpt

Executive Summary

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service providers such as Atlas place their focus. However, marketers who need to justify the value of social marketing in a tight market can align social marketing tactics with other digital channels and successfully compare its value using a form of attribution we call block-and-tackle attribution.

TABLE OF CONTENTS

• Metrics Make A Difference When Setting Up An Attribution Process
• Block-And-Tackle Attribution Proves The Value Of Social Marketing
• Getting On The Block-And-Tackle Attribution Bandwagon

RECOMMENDATIONS

• Practice Attribution To Measure Social Marketing ROI
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.