Our Blog | here's what's on our mind!


Cause & Effect – Will marketers make Wanamaker right again with their undying reliance on last-click attribution?

by
Paul Otis
Nov 29, 2016

Everyone has heard John Wanamaker’s famous (and quite honestly tired) quote “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Many marketers and advertisers point to the progress we’ve made in ad tracking and now believe that the then prescient Wanamaker would be so happy in today’s “accountable” climate. But would he be?

It appears that even with big data and an array of tracking mechanisms, measurable media tools, and online and offline technology that many marketers, especially the local and regional ones, are just too busy to use the technology available to them. Worse yet, when measuring media cause and effect, they settle for the last click as the primary attribution.

As you probably know or can surmise, the last click refers to the model in which the last click is given 100% credit for a sale or a conversion. It tracks where the user last came from prior to clicking on a page, calling or filling out a form. But is this as accurate as we want to be? Mr. Wanamaker is likely turning in his grave.

MOB Media has always billed ourselves as an accountable ad agency. What that means to us is that any sustainable ad campaign must be optimizable, repeatable and trackable, and of course, effective. When clients tell us that they don't believe TV or radio or YouTube won't get them the traffic or leads they need, we immediately go to their attribution system. Guess what? The last click is the primary and oftentimes only means by which they are measuring success.

We’ve had clients tell us point blank that they know a particular media channel works, but then in reports to their CEOs and board members there’s a desolate spreadsheet for lead generation in that very same channel. I’ve even had clients tell me that they don’t pay attention to sourcing the dropdowns they created on their own website forms. If the last source was PPC, it's the reason for the form fill, whether or not the consumer dropped down and chose another medium. So why is this happening in today’s day and age?

Let’s see, whom to admonish first? Let’s start with the big one. The goliath. The $74.5 Billion Gorilla named Google. Every client, every marketer, almost everyone that has a website relies on Google Analytics (GA) for most, if not all, of their web analytics. Well, isn’t that nice! Like the fox protecting the henhouse, isn’t it? I mean, let’s face it, Google makes most of its money on search engine marketing (PPC). Isn’t it convenient that "Last Click Attribution" will most of the time come from the PPC media channel? Even Google itself tries to warn against choosing last click attribution unless “your paths to purchase are direct enough, that the default last-click approach may be the right choice”. When is the marketing world that simple? What about the cause and effect of branding, TV, radio, YouTube, print, out-of-home and so much more? The Last Click just means, that after Joe Consumer saw the required 3x frequency of my ads on TV and heard the radio commercial ample times he went online for a YouTube demonstration and then searched for my product on Google, found it in the search engine results page (SERP) and clicked on that ad. Yup, PPC was the reason Joe Consumer bought my product or visited my website. Sure it was.

The classic fallacy of correlation does not imply causation. Simply put, Google tracks the source of the traffic, not the cause of that traffic! Yet marketers knowingly use GA as their gold standard for tracking their media.

Another factor for this attribution marketing malaise is that the marketing directors and their people are too overwhelmed with data and exhaustive work to really try to sift through all that is available to them and so instead take the shortcuts mentioned above just to stay above water. Overworked and understaffed is often what we see with local and regional clients. But what makes them busier than ever when technology is supposed to make their jobs easier?

Well, I’ve written on one of those issues before – the silo mentality of hiring multiple agencies and services to handle their marketing. Without going over retread material, suffice it to say that most local and regional clients only need one ad agency (I would like to think MOB Media!) to holistically handle and be responsible for the entire advertising campaign. That way, the ad agency in question can be media agnostic as to what works, how it’s working and will utilize proper attribution models to highlight the benefits of other media channels that perhaps aren’t getting direct credit, but are affecting the overall increase in traffic, sales or leads.

So, giving 100% attribution to a PPC lead is, in my humble opinion, actually worse than not knowing where half of your ad expenditures have been wasted. Find a suitable attribution model that takes into account 3-4 sources and influencers. Better yet, find yourself a good ad agency and let them deal with it and report back to you and the board.

By the way, John Wanamaker is an interesting read. I encourage you to learn more about him. He was a pioneer in marketing especially on the retail level and is credited with first using a price tag. He also reformed the US Postal system and was president of the YMCA.

2633 comments

Leave a comment
  1. MOB Media Alexa | Feb 20, 2019

    Your thoughts did deliver well with your written content. I was really excited to check out more content.

    we buy homes for cash austin

  2. MOB Media Lizey | Feb 19, 2019
    I am thoroughly amazed at how you made this website, It’s really great talent. tesettür giyim
  3. MOB Media Lizey | Feb 19, 2019
    I read a article under the same title some time ago, but this articles quality is much, much better. How you do this.pendik evden eve nakliyat
  4. MOB Media Lizey | Feb 19, 2019
    My friend mentioned to me your blog, so I thought I’d read it for myself. Very interesting insights, will be back for more!temizlik şirketi
  5. MOB Media amelia | Feb 19, 2019
    That has all the earmarks of being magnificent anyway i am still not very beyond any doubt that I like it. At any rate will look much more into it and choose by and by!  follow insta
  6. MOB Media Premium Dissertation | Feb 19, 2019

    Such an amazing blog about the education and I really appreciate you work which you have done well.

    dissertation writing services in UK

  7. MOB Media Lisa | Feb 18, 2019
    Pandora love ring Huarache shoes Nike sale Air Max 95 black Nike sneakers for men running Cheap Air Max shoes with free shipping Adidas Boost sandals Adidas Superstar trainers junior Boys Adidas shoes Huaraches size 12 Asics trail running shoes mens NMD xr1 grey Nike Air Max 97 2019 releases Adidas los angeles Yeezy shoes Nike classics Pandora jewelry specials Air Max sequent 3 Yeezy Ultra Boost Girls preschool Nike Yeezy Boost 350 v2 price Nike sandals for women Nike hyperdunk low Nike revolution 4 women's Nike memorial day sale Asics size chart New Air Max Adidas Superstar vulc Asics running Mens Adidas Superstar trainers Addidas NMD og Air Jordan 1 nrg Nike air mens Pandora 5925 ale Christian Louboutin low heels Neiman marcus Christian Louboutin shoes Pandora daisy ring Nike pole vault elite Pandora ring sizes UK Nike vaporfly 4 NMD addidas NMD r2 trainers Adidas NMDS Pandora puzzle heart ring Yeezy v2 white Asics snapdown Air Max 97 pink Baby Adidas Superstar Adidas gazelle core black Best Asics womens running shoes NMD r3 Ikea Yeezy Neiman marcus Louboutin shoes Adidas phoenix Pandora emoji charms Pandora heart bracelet Asics gel mens running shoes Nike zoom assersion Mens Nike shoes clearance Black Air Max Vapormax Pandora leaf Ring Pandora Purple Vapormax Air Max 270 Air Max plus Pink Adidas shoes Nike lab nyc Nike Air Max 2019 womens pink Best Nike sneakers 2019 Adidas Superstar black and white Adidas Originals white Nike flex experience rn 7 womens Nike pegasus 32 womens Light pink Yeezys Nike Air Max 97 soft pink All white presto Pandora usa Supreme Air Force 1 Adidas Yeezy sesame Pandora eternity ring New Adidas shoes Asics trail shoes Buy Adidas Ultra Boost Pandora disney charms 2018 Air Jordan 11s Pharrell Adidas hu NMD Nike grey Vapormax Nike juvenate sale Pandora london charm Yeezy 700 price Adidas gazelle shoes womens Black Nike sandals Pandora rings sale Vapormax grey Adidas eu Nike Air Max sequent 3 boys Nike Air Vapormax womens pink Pandora charms outlet Air Max 1 wolf grey Men's Adidas Alphabounce Air Max 180 black Asics sneakers mens Pandora dog Charm 2019 Adidas EQT White Nike wedge sneakers Nike clearance Asics shoes for plantar fasciitis Mora Pandora disney 2019 Custom Air Force 1 Children's Huaraches Adidas campus mens NMDS mens White NMD Womens Nike Air Max 2016 running shoes Asics gel kayano 21 mens Nike metcon women Air Force 4 Nike Air Max 97 red Nike Air Jordan 6 retro Adidas Superstar snakeskin Jordan 4 uk Pandora my princess ring Nike Air Max university red Pandora promo code Adidas retro Adidas alpha bounces Yeezy shoes price Huarache trainers Tan Yeezys Adidas primeknit shoes Adidas Ultra Boost no laces Nike Vapormax plus grey Nike free metcon x Nike free run orange Cheap Red Bottoms sneakers Drop Yeezy 2019 Travis scott af1 All yellow Air Max Adidas NMD pk C Louboutin Nike slippers Air Force one lv8 Yeezy supply discount code Kids Adidas Originals Superstar Baby Vapormax Adidas Ultra Boost st 2019 Air Max 90 rainbow Air Max flyknit Adidas shoe conversion chart Pandora jewelry usa May Pandora ring Nike hyperdunk 2019 low lmtd Af1 high Air Max 2019 Off White Adidas Superstar mens white Nike free rn 2019 men's Nike Air Max 270 black Nike shocks for women Adidas zx flux womens Adidas stabil 2019 Rent Christian Louboutin Pandora offers Presto fly Asics gt 1000 6 Kanye west Off White Pandora princess crown ring Red Pandora charms Off White x Adidas Nike store boys Nike lil penny Nike presto fly pink High top shell top Adidas Nike Air Max 90 sneakerboot Yeezy Boost 350 v2 raffle Vapormax purple Nike acg 2019 winter Kanye West bape Nike Jordan fusion Adidas men's EQT support adv Nike Air Vapormax mens black Nike shoes size 2 Nike outlet kids Pandora disney charms Yellow Nike sneakers Nike women's metcon shoes Pandora promotions 2019 canada Adidas size 3 Nike shoes for men online Off White t Adidas mccarten spzl Asics gel surveyor 5 womens Nike air presto womens Pandora 40 charm Blue and white Jordans Nike trunner Pandora offers 2019 White Air Max Adidas NMD womens maroon Goyard products Air Max Flyknit Off White Presto raffle Pandora de oro Pandora seattle charm Initial necklace Pandora Nike trail running womens Nike Air Max thea flyknit 2019 NMD blackout Chinese new year NMD 2019 Adidas Ultra Boost black Adidas basketball shoes 2019 Hu NMD 2019 Lebron 15 griffey Lebron 12 independence day Asics for high arches Asics miami Grey Goyard tote
  8. MOB Media Lizey | Feb 18, 2019
    Thanks so much for this post! Great wise words from the voice of experience like you! I have forwarded your website to my friends!seo
  9. MOB Media ahmed | Feb 18, 2019
    A decent blog dependably thinks of new and energizing data and keeping in mind that understanding I have feel that this blog is truly have each one of those quality that qualify a blog to be a oneSelf Assessment Tax Return Accountants Crawley
  10. MOB Media amelia | Feb 18, 2019
    I as of late discovered numerous helpful data in your site particularly this web journal page. Among the bunches of remarks on your articles. A debt of gratitude is in order for sharing.  laganas
  11. MOB Media Mahi | Feb 18, 2019
    Thanks For sharing this Superb article.I use this Article to show my assignment in college.it is useful For me Great Work  Delhi escorts   Delhi Escorts   Escorts in Delhi   Escorts in Delhi  Delhi escorts   Delhi escorts   Delhi Escorts   Delhi Escorts   Escorts in Delhi   Delhi escorts
  12. MOB Media Mona | Feb 18, 2019
  13. MOB Media seo backlinks | Feb 17, 2019
    Our blog commenting service is targeted towards link building, but with a difference. Blog commenting service is much different from other kinds of link building methods. A good post can not only convince the readers to click on links, but can also create a good image of the company or website. seo backlinks
  14. MOB Media Guest posting services | Feb 17, 2019
    We procure links only from relevant blogs in your website’s niche. Guest posting services
  15. MOB Media Zopiclone Uk | Feb 17, 2019
    It’s a great information. To know more about insomnia and its solution kindly may visit : zopiclone online‌‌
  16. MOB Media Lizey | Feb 17, 2019
    Very nice blog and articles I am really very happy to visit your blog. Now I am found which I actually want.Thank you and waiting for your new post.,locksmith Orem
  17. MOB Media Lizey | Feb 17, 2019
    Thanks for the nice blog. It was very useful for me. I m happy I found this blog. Thank you for sharing with us,I too always learn something new from your post.,Murray locksmith
  18. MOB Media Lizey | Feb 17, 2019
    What a wonderful post you have written, all tips are really actionable and I will also try this.locksmith Layton
  19. MOB Media Lizey | Feb 17, 2019
    I have bookmarked your blog, the articles are way better than other similar blogs, thanks for a great share,!locksmith Sandy 
  20. MOB Media ahmed | Feb 17, 2019
    I as of late ran over your blog and have been perusing along. I figured I would leave my first remark. I don't have the foggiest idea what to state with the exception of that I have delighted in perusing. Decent blog, I will continue visiting this blog all the time.tax law firm in Nigeria
  21. MOB Media harlene | Feb 16, 2019
  22. MOB Media Mini | Feb 16, 2019
  23. MOB Media Buiderfight | Feb 15, 2019
    Nice Blog! Hii, Guys want to know about property in Noida and Delhi NCR.Just visit: Buy Property in Delhi NCR
  24. MOB Media amelia | Feb 15, 2019
    This is an awesome motivating article.I am practically satisfied with your great work.You put truly exceptionally supportive data. Keep it up. Continue blogging. Hoping to perusing your next post.  new orleans foundation repair
  25. MOB Media SPUK | Feb 14, 2019
    Nice Information ! Love to read this ! You also may Take a chill sheep and get rid of from sleeping disorder problems by the help of Zolpidem tartrate 10 mg
  26. MOB Media lucadms01 | Feb 14, 2019
    I am contented this post keep it up the superb method female sex supplements
  27. MOB Media ahmed | Feb 14, 2019
    it was an awesome opportunity to visit this sort of site and I am cheerful to know. much thanks to you such a great amount for allowing us to have this chance..https://inhotels.org/
  28. MOB Media Lizey | Feb 14, 2019
    Thanks for the nice blog. It was very useful for me. I m happy I found this blog. Thank you for sharing with us,I too always learn something new from your post.,excercise for weight loss 
  29. MOB Media Lizey | Feb 14, 2019
    Thanks for the post and great tips..even I also think that hard work is the most important aspect of getting success.workout routine
  30. MOB Media Lawrence D. Ford | Feb 13, 2019
    Nice post. I was checking constantly this blog and I’m impressed! Extremely useful info specially the last part I care for such information a lot. I was seeking this certain info for a long time. Thank you and good luck.internet marketing services company
  31. MOB Media amelia | Feb 13, 2019
    I can't envision concentrating sufficiently long to research; considerably less compose this sort of article. You've beaten yourself with this material. This is incredible substance.  มาส์กหน้า
  32. MOB Media lucas | Feb 13, 2019
    <a href="https://viverbemcomasaude.com/dermacaps-funciona/">caps</a>
  33. MOB Media Camila | Feb 13, 2019
    veja isso <a href="https://viverbemcomasaude.com/dermacaps-funciona/">Whitemax funciona</a>
  34. MOB Media Eluiza | Feb 13, 2019
    isso e muito bom [url=https://viverbemcomasaude.com/dermacaps-funciona/]dermacaps e bom[/url]
  35. MOB Media ZUK | Feb 13, 2019
      Nice! It’s a good information. keep going ! if you want to know any about sleeping disorders solution! Have a look here-  Buy cheap zopiclone tablets
  36. MOB Media Premium Dissertation | Feb 13, 2019

    Valuable information in your blog and I really appreciate your work and keep it up dude I really very informative blog about the education and business.

    custom dissertation writing services

  37. MOB Media Tophosting Website | Feb 13, 2019

    This is a great inspiring article. I am pretty much pleased with your good work. You put really very helpful information. Keep it up. Top 10 web hosting 2019Godaddy 1 dollar hosting, 1$ domain. Keep blogging. Looking to reading your next post.

  38. MOB Media aliceh | Feb 12, 2019
    I'm contented with your website this is truly great points what is ulcerative colitis
  39. MOB Media Lizey | Feb 12, 2019
    Very nice blog and articles I am really very happy to visit your blog. Now I am found which I actually want.Thank you and waiting for your new post.,locksmith Renton
  40. MOB Media Lizey | Feb 12, 2019
    Thanks for the nice blog. It was very useful for me. I m happy I found this blog. Thank you for sharing with us,I too always learn something new from your post.,locksmith Ogden
  41. MOB Media Lizey | Feb 12, 2019
    So luck to come across your excellent blog. Your blog brings me a great deal of fun... Good luck with the siteEverett locksmith 
  42. MOB Media Lizey | Feb 12, 2019
    Thanks for the post and great tips..even I also think that hard work is the most important aspect of getting success.Issaquah locksmith
  43. MOB Media ahmed | Feb 12, 2019
    I have perused a couple of the articles on your site now, and I truly like your style of blogging. I added it to my top picks blog webpage list and will return soonSelf Assessment Tax Return Accountants East Grinstead
  44. MOB Media Lizey | Feb 12, 2019
    Thanks for the post and great tips..even I also think that hard work is the most important aspect of getting success.get more instagram likes
  45. MOB Media Lizey1 | Feb 11, 2019
    This is really a nice and informative, containing all information and also has a great impact on the new technology. Thanks for sharing it,.,buy followers on Instagram 
  46. MOB Media travel | Feb 11, 2019
    A formidable share, I just given this onto a colleague who was doing a little analysis on this. And he in truth bought me breakfast as a result of I discovered it for him.. smile. So let me reword that: Thnx for the deal with! But yeah Thnkx for spending the time to debate this, I feel strongly about it and love studying more on this topic. If possible, as you become expertise, would you thoughts updating your weblog with more details? It is extremely useful for me. Large thumb up for this blog post! travel
  47. MOB Media Foursquare Polish MI Reviews | Feb 11, 2019
    Hello there! Do you use Twitter? I’d like to follow you if that would be okay. I’m absolutely enjoying your blog and look forward to new posts. Foursquare Polish MI Reviews
  48. MOB Media UK Kamagra | Feb 11, 2019
    Great …Thanks for providing useful information……Buy Online Hard On Jelly UK‌‌ .
  49. MOB Media Karishma Singh | Feb 10, 2019

    Great to have such kind of website and i was hoping for this information and then i found many things from this article.

    Escorts in Bangalore Escorts in Gurgaon Delhi Escort Service Delhi Escort Girls Escorts in Dwarka Escorts in Aerocity

  50. MOB Media amelia | Feb 09, 2019
    This is a splendid online journal! I'm extremely content with the remarks!..  sccm toolkit
    MOB Media

    Leave a comment