Demystifying Online Attribution

A session at SMX Advanced 2010 - Seattle

Tuesday 8th June, 2010

3:30pm to 4:45pm (PST)

Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? Did that display ad make all the difference? Unfortunately, attributing all conversions to the last click is easy to do with current analytics products, yet doing so obscures real customer data and effectiveness measurements. This panel will provide real answers on how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel “assists”, and how to avoid the dangers of last click attribution.

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Jonathon Colman

In-house SEO at REI: I help people find what they're looking for.

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Time 3:30pm4:45pm PST

Date Tue 8th June 2010

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