Trends Report

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

March 3rd, 2009
Emily Riley, null
Emily Riley
With contributors:
Rebecca Jennings , Emily Bowen

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.

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