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Based on an initial post on the Shop.org blog early last summer, a group of Shop.org retail and associate members began meeting this past fall to take a look at how online retailers are evaluating their online marketing activities today. We call ourselves the Shop.org Attribution Marketing Special Interest Group (or SIG). It’s our contention that most retailers today rely too heavily on “last click” attribution – in other words, they credit revenue to the last-touched marketing channel. In doing so, it’s quite possible that retailers are under-valuing their brand advertising, the media placements that sit at the top of the shopping funnel. The Shop.org SIG believes that a multi-touch attribution model is necessary to truly evaluate media effectiveness (and set advertising budgets appropriately).
This week, the SIG is launching an online survey to benchmark current retailer marketing attribution practices. It will be distributed by Shop.org Research to all Shop.org retail members – if you’re among this group, we hope you’ll participate. In the coming weeks, the SIG will be assembling retailer case studies and preparing an overview of available technologies to guide the industry in establishing best practices. The SIG’s initial findings will be issued in Spring 2010.
Speaking personally, the SIG has been a great experience in collaborating “across the aisle” – not just with other retailers, but a mix of solution providers as well. It’s rewading to be part of a group of professionals joining together to advocate for establishing industry best practices and consistent standards of measurement. I hope this model of collaborative engagement will be replicated for other industry topics. SIGs are a great way for Shop.org members to get involved and influence the future of digital retailing!
If you are (or know of) a retailer practicing multi-touch allocation, we’d like to hear from you. Leave a comment, or send me an email at anne@anneashbey.com.
One Comment
We are also working on elements of the cusumer behaviour that helps with Demand Planning. Often the pages consumers ‘rest or dwell’ on do show their interest. If they don’t buy, it might mean wrong colour/style/ prices, etc, or they are research to then go buy in another channel. We are not sure. But surely it does tell that a certain catagory or product is of interest.
More to be learned here; but I do agree it is not always the ‘buy button” that gives the most value over the long run.