Comments on: Digital media campaign attribution model

By: Garry Lee

Garry Lee — Thu, 11 Nov 2010 17:22:16 +0000

Indeed, its a very similar type of approach just to show how the different channels interact, using the size of the interaction to indicate how strong the crossover is.
If you’d like to see an example it’s in the case study for Monarch that was in a recent IDM journal, which I can send you a copy of

By: Dave Chaffey

Dave Chaffey — Thu, 11 Nov 2010 17:03:14 +0000

In reply to Garry Lee.

Thanks Garry, I’m intrigued by the concept of “contributing node” – do you mean similar to the keyphrase clusters – brand vs generic that I have above?

By: Garry Lee

Garry Lee — Thu, 11 Nov 2010 16:43:42 +0000

Very interesting read as always.

I’ve done a number of full studies and investigations across a number of different clients and sectors in the last 3 years around this and two things have always stood out – visualisation is key and then its about putting the data into manageable forms to pull insight.

I like the attempt to visual the interactions, we tried successfully a similar method around contributing node that seemed to work well in a case study on Monarch Airlines for highlighting issues around a lack of correlation between brand and non brand keywords, as well as comparison sites