Shop.org’s Marketing Attribution Special Interest Group (Attribution SIG) was convened in summer 2009 as a call to action for e-commerce marketers and solution partners to gather together to define standards for online marketing attribution.

Our belief is that by measuring just the last-click (long the industry standard), marketers are very likely undervaluing the “introducers,” which occur at the beginning of the buying funnel; overvaluing the “closers,” which occur closest to the conversion point, and largely ignoring the “influencers,” which occur mid-cycle. As a result, marketers may reduce spending precisely where it is most likely to drive incremental sales (see original blog post). The Attribution SIG serves as an ongoing forum for marketers and solution providers to work together to advance our industry’s measurement of the true impact of each marketing channel on our overall marketing activities.

Participation in this group is opened to Shop.org members; if you are interested in joining please contact Sara Greene, Director, Membership.

Specifically, the group will:

• Review current multi-channel allocation methodologies for determining incremental sales, highlighting the pros and cons of various approaches;
• Review available and emerging technologies for tracking and allocation;
• Recommend best practices for retailers to implement in their organizations to effectively measure the incremental impact of their marketing dollars.

Participating Retailers
Belk, Inc.
Blackstone Audio, Inc.
JCPenney
Jockey International, Inc.
Meijer, Inc.
Mrs. Prindable's Handmade Confections
Musician's Friend
National Geographic Society
Nordstrom
PUMA North America
Simplexity, LLC
The Land of Nod
Under Armour, Inc.
Walgreen

Participating Solution Providers
Adometry
Bronto Software Inc.
Buxton
C3 Metrics
ClearSaleing Inc.
Google Checkout
iProspect
Media6Degrees, Inc.
Responsys, Inc.
Santa Clara University
TagMan
The Rimm-Kaufman Group, LLC

Shop.org Marketing Attribution
SIG Case Studies

Below we have included several marketing attribution industry case studies for Shop.org Members. Please note that Shop.org members must login to the Shop.org website for access to these case studies.

Virgin Atlantic
PETCO
Hanover Direct
Seton Hall University

Learn More ...

Interested in learning more about the Shop.org Marketing Attribution SIG?
Please contact Director of Membership, Sara Greene if you would like to participate in future Attribution SIG discussions.