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The Champions League of Attribution
Image Credit  UEFA

The Champions League of Attribution


From kicks to clicks is the title of Quisma’s latest infographic, which draws comparisons between online marketing and the beautiful game. It brings together a footballing ‘dream team’ of the digital world and compares them with some of Europe’s current record holders.

The long lead time of display branding campaigns are compared to Alvaro Arbeloa’s main strength, his ability to assist and open up opportunities. Whereas the granular keyword structures of SEA generic campaigns are much like the cautious approach of team-player, Xavi.

Demise of Last-click

Gaffer and senior manager of data intelligence at Quisma, Murat Cavas, gives a half-time team talk in the infographic where he touches on just how antiquated last-click attribution is in performance marketing.

“The last-cookie-wins method for performance-rating individual online marketing channels is about as out-of-date as man-to-man marketing in football,” Cavas said.

Take a look at the below image to see the efforts Quisma has gone to in linking attribution and football, in advance of tomorrow’s Champions League final.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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