Monthly Archives: November 2009

The unclicking crowd

According to a new study only 16% of the online population accounts for almost all banner clicks. Seth Godin has a comment on it here.

That is exactly why we need new ways of accrediting online media channels. A good attribution model most include the 84% not clicking a banner if the banner is still participating in the conversion.

TraceWorks and Attribution Management

TraceWorks asked in their Dojo which tool we would love to see in Headlight. Which tool can dramatically improve our performance?

My answer is Attribution Management. I would LOVE to see a Danish provider participate in the race for developing the one tool with potential to sweep the table.

Here is my Answer:
Hey! A competition and no winner announced. Great 🙂

For quite some time now I have been looking for a good tool to do attribution management. I simply need more information than my media agency can provide me on which campaigns, media channels and medias attributing to $$ and which are not.

We have deployed a “last-click-wins” approach for a long time and the last click is typically a search engine – thanks Google for that approach. Anywho, I need to know more about how the user ended up doing a specific search.  For this we need attribution management where we are moving back in the chain of influencers to do proper attribution of value for a sale.

Such an approach might help us advertisers to spent more money on creative and less tactical solutions. Or at least the bunch of us who wants to do the math before placing our bet 🙂

Forrester did a report on the subject in late October (read it here: It looks like the industry is finally starting to make a move and TraceWorks should definitely follow it.