Category Archives: Marketing Attribution

Freckle CEO: Every single online KPI goes away with better (offline) attribution

In a wide-ranging interview, Freckle founder and CEO Neil Sweeney offers his provocative assessment of location data, beacons, programmatic, multi-touch attribution and where it’s all going. Greg Sterling on January 17, 2018   It goes without saying that smartphones have radically changed the marketing landscape. One of those changes is the capacity to determine whether … Continue reading Freckle CEO: Every single online KPI goes away with better (offline) attribution

Location-Based Placed Develops Attribution For Search

Location-Based Placed Develops Attribution For Search by Laurie Sullivan , Staff Writer @lauriesullivan, October 10, 2017 Location-based measurement company Placed on Tuesday launched Placed Attribution for Search to connect paid-search clicks to store visits. It’s an interesting model for a location-based company to create. It seems more companies focused on data are finding their way … Continue reading Location-Based Placed Develops Attribution For Search

A Google Attribution (and Attribution 360) readiness checklist

With a full rollout of Google Attribution approaching, marketers need to be prepared to get the most out of Google’s attribution services. Columnist David Booth offers a checklist to help ensure you’re ready. David Booth on October 9, 2017   Today’s path to purchase has become more complex than ever before, with consumers crossing channels … Continue reading A Google Attribution (and Attribution 360) readiness checklist

The big problem with PPC attribution modeling no one is talking about

The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains why. Andreas Reiffen on October 5, 2017   Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one … Continue reading The big problem with PPC attribution modeling no one is talking about

Google Attribution: Is Google stepping in because no one else would?

Advertisers would love to see unbiased attribution measurement that unifies channel reporting and moves beyond the last-click attribution model, but is Google Attribution the answer? Columnist Andrew Goodman discusses the likely impacts of this new product offering. Andrew Goodman on September 8, 2017   Advertisers — especially PPC junkies — want to pay for the … Continue reading Google Attribution: Is Google stepping in because no one else would?

The new attribution challenge: Understanding how marketing and sales work together

When it comes to attribution, many businesses face a huge disconnect between their sales and marketing teams. Contributor Shane Murphy takes a look at the challenge and how to solve it. Shane Murphy on September 5, 2017   Proper attribution is one of the biggest challenges marketers face. I’ve experienced this firsthand in my role as VP … Continue reading The new attribution challenge: Understanding how marketing and sales work together