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SYS-CON MEDIA Authors: Elizabeth White, Pat Romanski, Yeshim Deniz, Liz McMillan, Roger Strukhoff

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Attribution Modeling: Don’t “Set It & Forget It”

“Attribution Modeling is not a ‘Set It & Forget It’ proposition,” Kurt Anagnostopoulos, paid-search advertising expert and co-founder of the digital marketing firm KeywordFirst, will tell attendees at next week’s Internet Retailer Conference & Exhibition (IRCE) in Chicago.

Anagnostopoulos will be available from 9 a.m. to 4 p.m. Thursday June 12 in the KeywordFirst booth (#2156) in Chicago’s McCormick Place West exhibit hall. He will discuss with booth visitors multiple methods for using Google Analytics software to perform Attribution Modeling to analyze the return on investment from digital marketing campaigns.

“Research shows about half of all internet advertisers are not performing any Attribution Modeling,” Anagnostopoulos told attendees of a Google-sponsored webinar last month. “And there is no excuse for skipping this critical technique for making smarter decisions. About 90 percent of all those advertisers have some form of Attribution Modeling technology available to them.”

Author of a recent featured column for the CommPRO.Biz blog, Anagnostopoulos challenges digital marketers to embrace sophisticated Attribution Modeling and leave behind quick and less insightful techniques for measuring the effectiveness of campaigns.

During IRCE, he will discuss the pros and cons of several modeling methods available using Google Analytics:

1. Last Interaction

2. First Interaction

3. Linear

4. Position-Based

5. Customizations

He also will share campaign success stories generated by effective Attribution Modeling. To schedule an appointment with Anagnostopoulos during IRCE contact him at [email protected].

About KeywordFirst

KeywordFirst is a digital marketing agency that delivers search engine marketing (SEM), search engine optimization (SEO), display, social media and mobile services. The firm’s core values are transparency in execution, accountability for results and collaboration with clients. Visit www.keywordfirst.com to learn more.

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