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Posted by Tina Moffett on August 22, 2013
More news from Mountain View on Tuesday, where Internet powerhouse Google released the much-anticipated Data Driven Attribution (DDA) feature for its Premium users. The release of Google’s DDA approach comes as no surprise to the analytics and measurement community. The world of attribution measurement is constantly evolving and new attribution approaches, new players, and new tools regularly enter the market, enabling marketers to select the right attribution tool for their business needs. It was only a matter of time before Google released a persuasive, more advanced measurement offering.
First, the Data Driven Attribution feature is only available for Google Analytics Premium users. It has several notable features worth highlighting:
But it’s not all puppies and rainbows for Google; it’s going to face some major obstacles. It needs to:
Further, I don't see Google's development of DDA as a threat to the existing attribution competitive base. On the contrary, we are seeing more and more service and technology providers developing advanced attribution solutions and offerings. Google is a bit late to this advanced attribution party, but it is making a splash with its approach and ability to intake different types of data (and we need to wait and see on its capability to do that). I do think there is room for everyone, because every marketer has different needs. But Google's in a great position to be a powerhouse in this very competitive market.
It’s an interesting, but expected move for Google to come to market with an advanced attribution approach. But who wins and who loses?
Winner: The Google Premium user. Premium users will reap the immediate benefits of the Data Driven Attribution feature. It’s available to all Premium users NOW, so I expect many expert users to test this new measurement approach. And if you’re a Premium user who’s using this feature, please share your experience with me!
Loser: The Google Analytics user. While GA users can still leverage the Attribution Modeling Tool through the free, GA base product, marketers seeking an attribution approach with a little more power may want to invest in Google Premium for the DDA functionality . . .or go elsewhere. Not having access to the Premium version may turn off non-Premium users, leading them to turn to the competition for a robust competitive attribution offering. And the attribution vendor market is a fierce group of analytics and marketing experts that understand consumer purchase behavior, marketing performance, and the complex data and media buying ecosystem.
Google made the right move in developing a more robust advanced attribution approach. It’s positioning the DDA approach as a way to better understand customer purchase behavior and touchpoints, which is a uniquely different value proposition than the go-to-market attribution message of generating efficiency by making better marketing and media budget allocations. However, it faces many challenges in a world where consumer data and privacy awareness is at the forefront of everyone's mind.
It’s a very exciting time for us measurement and analytics geeks. I hope to see more measurement and insights innovation coming from the market in the next year.
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