Web Analytics Demystified

Attribution Methods and Models:
A Marketer's Framework



Go beyond last-click analysis to understand the impact of your
marketing efforts


This paper, written by John Lovett of Web Analytics Demystified and sponsored by Teradata Aster, explores how cross-channel consumer behavior and multi-touch marketing data can be analyzed using a framework for Marketing Attribution. It addresses the following questions:


This ESG Lab Validation compares Hadoop with Aster, exploring and contrasting their strengths as key parts of a unified big data architecture. This was done by running large data sets on real-world data models across several dimensions:


  • What is Marketing Attribution and why should marketers be concerned with it?
  • Why is a framework for attribution the best approach?
How can marketers incorporate attribution models into integrated marketing management solutions?




About the Author

John Lovett

John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations understand and measure their digital marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett regularly consults with leading enterprises to offer strategic guidance for building innovative digital measurement programs. Prior to joining Web Analytics Demystified, Lovett was a Senior Analyst with Forrester Research, where he was responsible for analytics and optimization technologies. Currently, Lovett is the President of the Digital Analytics Association. He is also the co-founder of the Analysis Exchange program that introduces eager students to analytics by helping non-profits with mentored analysis. Lovett is the author of Social Media Metrics Secrets (Wiley, 2011). He lives in New Hampshire with his wife, three boys and yellow lab.

About Web Analytics Demystified

Web Analytics

Companies wishing additional guidance on the topic of Marketing Attribution are encouraged to contact the Senior Partners at Web Analytics Demystified. Web Analytics Demystified has more than 25 years of experience helping companies choose digital analytics solutions and build strategic models for deployment within the enterprise. Its staff of former Forrester and Jupiter Research analysts has literally written the book on digital reporting and analysis. The organization provides strategic guidance on analytics to some of the world’s best-known brands. www.webanalyticsdemystified.com.

Attribution Methods Paper
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