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.

3579 comments

Leave a comment
  1. MOB Media linawhte | Aug 18, 2019
    This is highly perfect and brilliant web page you offer and thanks a lot relief from symptoms of ulcerative colitis
  2. MOB Media digitinc | Aug 17, 2019
    Very useful info. This is a brilliant informative post and great work is done in this post. Really looking towards study more. I really like and recognize your website post. Need more. Thanks for this post. itrader webtrader review
  3. MOB Media ahmed | Aug 17, 2019
    This is an extraordinary rousing article.I am basically satisfied with your great work.You put actually quite accommodating data. Keep it up. Continue blogging. Hoping to perusing your next post.Buy to Let Advice
  4. MOB Media bilal khan | Aug 17, 2019
    Your blog gives us data that is valuable for us, I got smart thoughts from this astonishing online journal. I am continually looking through like this sort blog entry. I trust I will see once more. You can utilize this for any sort of scholarly composition workBuy to Let Advice
  5. MOB Media Belle | Aug 17, 2019
    Im really inspired by your post, maybe I can start my own blog because you really inspired me in so many ways and I truly admire your greatness. it support seattle wa
  6. MOB Media mtom | Aug 17, 2019

    Awesome inkling Grace! ego was luxurious you’d bring about this about your biz bump into upstanding lineage. We reason you! Luxury Transport Service in Paris

     

    --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

     

    I am often to running a blog and i actually appreciate your content. The article has actually peaks my interest. I am going to bookmark your site and preserve checking for brand new information. life rafts

  7. MOB Media mtom | Aug 17, 2019

    Terrific write-up! Thought about savored the actual scanning. I’m hoping you just read additional by you. There’s no doubt you could have wonderful awareness in addition to ability to see. My corporation is really prompted keeping this particulars. Death Metal Philippines

    --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

    The the very next time I read a blog, Lets hope so it doesnt disappoint me just as much as this. Come on, man, Yes, it was my replacement for read, but I just thought youd have something fascinating to mention. All I hear is really a handful of whining about something that you could fix in the event you werent too busy looking for attention. Dish tv recharge offer

  8. MOB Media Sumitsingh72 | Aug 17, 2019
    Shiftinindia Packers and Movers Delhi is the solid and expert movers and packers local time in punepackers and movers companymoving cost estimator calculatorpackers and movers Pune charges
  9. MOB Media Sumitsingh72 | Aug 17, 2019
  10. MOB Media Sumitsingh72 | Aug 17, 2019
  11. MOB Media mtom | Aug 17, 2019

    I like this post, enjoyed this one  regards  for posting . popcorn FL

     

    ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

     

    I visited  a lot of website but I  conceive this one  contains something special   in it in it printer repair nyc  I visited  a lot of website but I  conceive this one  contains something special   in it in it printer repair nyc 

  12. MOB Media ahmed | Aug 16, 2019
    I read that Post and got it fine and educational.Selling a Buy to Let Property
  13. MOB Media Bathroom Renovations-Hamilton | Aug 16, 2019
    It is a good post. Interesting to read. Keep up the good work. Bathroom Renovations-Hamilton
  14. MOB Media Best Furnace Repair Hamilton | Aug 16, 2019
    This is an insightful and well written post. IT was a good read. Best Furnace Repair Hamilton
  15. MOB Media bessylw | Aug 16, 2019
    This is totally contented and precious concepts and also magnificent author right here shopify analysis tools
  16. MOB Media topassignmentreviews | Aug 16, 2019
    According to the latest essay writer review, it is found that students are mostly choosing Best Dissertation Writing companies for their unmatched quality of service. There are lots of positive reviews that add to My Assignment Help review. This assignment help online service is the best in the market according to students’ review. It has been found that most of the students prefer their service because of the quality, price and other beneficial aspects. By analyzing some of the top reviews, let us know why this service has been considered as the best one for the help seekers. The only way to get a detailed insight of the site is to go through the reviews that are posted on the best essay writing service online, Before selecting a homework help usa, students must read the reviews. Reading reviews is necessary as the students get to know which service providers are genuine and which is fake. To mislead the visitors, a lot of Myassignment are posted in review writing websites. For students who are going to write and looking for topics. Which side of the problem are you going to write about and what solution can you offer? You should know the objective of your essay, topic like- Essay on Hamlet.
  17. MOB Media bilal khan | Aug 15, 2019
    Two full thumbs up for this magneficent article of yours. I've really enjoyed reading this article today and I think this might be one of the best article that I've read yet. Please, keep this work going on in the same qualitySelling a Buy to Let Property
  18. MOB Media ahmed | Aug 15, 2019
    I can't peruse articles online regularly, yet I'm happy I did today. This is very elegantly composed and your focuses are well-communicated. Kindly, absolutely never quit composition.Property Tax Accountant
  19. MOB Media mtom | Aug 15, 2019

    I am curious to find out what blog system you’re working with? I’m having some minor security issues with my latest site and I would like to find something more safe. Do you have any suggestions? Open Murder

     

    ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

     

    You have to rely on your self . That’s the secrets involving success. Legal Info

  20. MOB Media mtom | Aug 15, 2019

    Let us not think of each other as enemies as we are friends for sure. GIIAS

     

    --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

     

    It is appropriate time to make some plans for the future and it’s time to be happy. I have read this post and if I could I desire to suggest you few interesting things or advice. Maybe you could write next articles referring to this article. I desire to read more things about it! kaca film Tangerang

  21. MOB Media ptcforst | Aug 14, 2019
    This blog is truly fabulous and good data right thanks a lot buy chicken egg incubators
  22. MOB Media ahmed | Aug 14, 2019
    A debt of gratitude is in order for offering decent data to us. I like your post and all you share with us is uptodate and very educational, I might want to bookmark the page so I can come here again to peruse you, as you have completed a great employment.Property Tax Accountant
  23. MOB Media mp3 download | Aug 14, 2019
    I’m impressed, I have to admit. Really rarely must i encounter a weblog that’s both educative and entertaining, and let me tell you, you have hit the nail around the head. Your thought is outstanding; the thing is an issue that inadequate people are speaking intelligently about. My business is delighted i always stumbled across this within my find something relating to this. mp3 download
  24. MOB Media more details | Aug 14, 2019
    Only a few blogger would discuss this topic the way you do. more details
  25. MOB Media Larry | Aug 14, 2019
    Thanks for sharing freely this brilliant article to us. These are some of the best I have read in a while! cbd for ulcerative colitis symptoms
  26. MOB Media Alan | Aug 13, 2019

     

    I was seriously interested to visit your website every day. Please get in touch through email. 

    criminal defense lawyer rockford il

  27. MOB Media ahmed | Aug 13, 2019
    I value all that you have added as far as anyone is concerned base.Admiring the time and exertion you put into your blog and point by point data you offer.Thanks.Property Tax Advice
  28. MOB Media ahmed | Aug 13, 2019
    I am trusting a similar best exertion from you later on also. Truth be told your experimental writing aptitudes has propelled me...Tax on Buy to Let Property
  29. MOB Media Taniya Khan | Aug 12, 2019

    I would like to congratulate you for an amazing blog. Personally, I like your blog very much. I would love to share my business Details here. Kindly Visit.

    Call Girls in Delhi

    Delhi Call Girls

  30. MOB Media bessylw | Aug 12, 2019
    Thank you for trying to post this data it's so awesome and wonderful precious site shopify research tools
  31. MOB Media Riley | Aug 12, 2019

     

    No doubt about it, your incomparable ideas in writing did a great job of inspiring me.

    workers compensation attorney rockford il

  32. MOB Media Ariel | Aug 12, 2019
    Worth reading it support seattle blog. Every blog you have shared to us has a valuable lesson and genuine inspirations.
  33. MOB Media Denise | Aug 12, 2019
    This is what a blog should be, informative and meaningful for all generations. Thank your for giving a lot of lessons in life! workers comp lawyer missoula
  34. MOB Media dominick | Aug 11, 2019
  35. MOB Media poal | Aug 11, 2019

    Hemp CuTT - 100% Natural Liquidizer For Extracts. No PEG, PG, VG, MCT. Hemp Derived Ingredients. FREE SHIPPING TO USA & EU.

    Buy Terpenes

  36. MOB Media alia | Aug 11, 2019

    We offer companies, individuals, gov and city agencies options to manage their obsolete electronics. Our company is a full service provider for IT equipment, new and obsolete. We sell new, old computers laptops, gold ram, gold cpu's, ceramic cpu's, scrap cpu's, motherboard scrap and all types of new, used hardware. We offer services such as recycling, recovery, disposal, liquidation of old obsolete electronic equipment.

    motherboards

  37. MOB Media Adrianna | Aug 11, 2019

     

    It’s just great to check this kind of webpage as what I have observed your contents really are engaging.

    website

  38. MOB Media Brooke | Aug 11, 2019

    It was really great to read your incredible posts; I know most readers also love your posts.

    DOT driver qualification training

  39. MOB Media RankXone | Aug 10, 2019
    เว็บ BK8THAI หากคุณลองเล่นแล้วจะติดใจ ไม่เรื่องมาก มีให้คุณครบทุกอย่าง พิเศษกว่าเว็บเดิมพันออนไลน์ที่อื่นตรงที่สามารถ ดูบอลสดได้ทุกคู่ และมีผลบอลสดอีกด้วย bk8
  40. MOB Media Marie | Aug 10, 2019
    You made such an interesting piece to read, giving every subject enlightenment for us to gain knowledge. Thanks and more power to your cbd for ulcerative colitis blog.
  41. MOB Media mtom | Aug 10, 2019

    You made some decent factors there. I regarded on the web for the difficulty and found most individuals will go together with along with your website. Buy Dilaudid Online

     

    --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

     

    Were required to give you that very little remark only to thanks again because of these spectacular techniques you have provided in this posting. It’s so particularly generous with folks like you to provide unreservedly what many people could have marketed as a possible e-book to earn some dough in their own business, primarily given that you could have used it if you ever wanted. The tactics also acted to get good way to know that most of us have similar desire as my very own to grasp very much more about it condition. I’m sure there are countless nicer opportunities at the start for individuals who read through your blog site post. Hallucinogenic Mushrooms 

  42. MOB Media bilal khan | Aug 10, 2019
    The Incredible blog with mind bowling thought. Much obliged to you for such a critical blog. I really recognize for this remarkable information related substance. Much appreciated of for your extraordinary endeavors, By the way, If anybody scanning for Best MS Surface Pro Repair. Visit my profileProperty Tax Advice
  43. MOB Media ahmed | Aug 09, 2019
    I should concede that your post is truly intriguing. I have spent a great deal of my extra time perusing your substance. Much obliged to you a lot!Tax on Buy to Let Property
  44. MOB Media best accommodation vanuatu | Aug 09, 2019
    We still cannot quite believe I may often be any type of those checking important points available on your webblog. Our neighbors i are sincerely thankful for ones generosity enchanting giving me possibility pursue our chosen profession path. Published right information I purchased in your web-site. best accommodation vanuatu
  45. MOB Media suva gym | Aug 09, 2019
    I would be mendacity basically said i do not such as this article, in reality, I love this a great deal I needed to place upward a discuss right here. I must state maintain the good function, and that i will likely be arriving again for good since I already bookmarked the actual page. suva gym
  46. MOB Media RankXone | Aug 09, 2019
    토토사이트 | 안전놀이터, 놀이터추천, 토토사이트추천, 안전넷, 사설토토추천, 토토 안전공원, 사이트추천, 메이저놀이터 등 보증사이트를 제공합니다. 이제 여러분들은 신세계를 경험하실것입니다.
  47. MOB Media private transfer companies in fiji | Aug 09, 2019
    What would many of us do devoid of the  brilliant suggestions you  share on this web site? Who else has got the  perseverance to cope with important topics in the interest of ordinary  subscribers like me? My spouse and i and my guys  are really lucky to have your website among the  ones we typically visit. We hope you know how  a great deal we take pleasure in your efforts! Much luck coming from us all. private transfer companies in fiji
  48. MOB Media max | Aug 09, 2019

    Also, i'm happy perusing your article. Be that as it may, should comment on some broad things, 

    HepiQQ

  49. MOB Media Taniyakhan | Aug 09, 2019
    I really enjoyed reading your article. I found this as an informative and interesting post, so I think it is very useful and knowledgeable. I would like to thank you for the effort you have made in writing this article. Delhi Escorts
  50. MOB Media ethan | Aug 08, 2019
    Such an incredible post, thanks for sharing it. We are a leading B2B lead generation company and provide B2B appointment setting services. Generate high quality leads for your business with us.
    MOB Media

    Leave a comment