Adam Goldberg is Chief Innovation Officer of ClearSaleing. AdExchanger.com asked Goldberg about the latest advancements and traction with effective attribution modeling in digital advertising.
AdExchanger.com: How does ClearSaleing approach attribution across channels and what are the coming milestones in cross channel attribution? Attribution modeling for an SEM direct response campaign seems pretty straightforward.
AG: Today, we have the ability to perform attribution across any online channel. We are able to account for the value of a click, a view-thru, an interact-thru, and video on a conversion. If we can track that an ad, a video, a direct visit, organic visit, etc., was involved in a conversion, we can attribute credit (profit, revenue, sales, engagement) across those activities in a statistically sound manner…
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