Category Archives: Marketing Attribution

Worried about attrition? You should let employees rotate jobs

  By Lauren Valente January 22, 2024 For so long, career paths were generally thought of as linear: Get trained, build expertise, and work hard to advance in your chosen field until retirement. However, because of a global pandemic, challenging socio-economic crosswinds, and a tightening labor market, it’s no surprise that the way we view … Continue reading Worried about attrition? You should let employees rotate jobs

This Is What An Advanced Attribution Model Looks Like

This Is What An Advanced Attribution Model Looks Like by Laurie Sullivan , Staff Writer @lauriesullivan, September 21, 2023 Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media — at least for now — such as connected television (CTV) and generative artificial … Continue reading This Is What An Advanced Attribution Model Looks Like

How to decide if you need a marketing attribution and performance management platform

Implementing an MAPM platform has implications for every aspect of your marketing operations and business. Here’s how to know if you need one. Pamela Parker on August 3, 2023  A marketing attribution and performance management (MAPM) platform employs statistical modeling and machine learning to holistically evaluate the performance of a company’s marketing initiatives on bottom-line … Continue reading How to decide if you need a marketing attribution and performance management platform

Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available

Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available by Laurie Sullivan  @lauriesullivan, January 20, 2023 Microsoft Advertising released a model into general availability that it calls “last-touch attribution for automated bidding” on the Microsoft Audience Network this week. Daniel Godoy, evangelist at Microsoft Advertising, provided this update during a presentation. He said enabling the feature when … Continue reading Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available

Attribution Modeling Is Not Dead, Yet

Attribution Modeling Is Not Dead, Yet by Tony Jarvis , Op-Ed Contributor, November 18, 2022 The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models.  Alice Sylvester, Partner of conference co-host Sequent Partners opened the day with a huge challenge: “Attribution is not dead but what is … Continue reading Attribution Modeling Is Not Dead, Yet

Marketing attribution: What it is, and how it identifies vital customer touchpoints

Here’s why marketers need to know which channels and events contribute most to the bottom line. Jacqueline Dooley on April 5, 2022 Marketing attribution is an umbrella term describing the departments, people, and technology responsible for determining what marketing tactics and channels are contributing to sales, conversions, and leads. The responsibilities inherent in marketing attribution … Continue reading Marketing attribution: What it is, and how it identifies vital customer touchpoints

Why marketing attribution is both a challenge and a necessity

While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must. Kim Davis on March 18, 2022 When lead-to-account matching specialists LeanData decided to withdraw their marketing attribution solution, one beneficiary was marketing performance measurement platform Full Circle Insights. “A lot of our customers run their … Continue reading Why marketing attribution is both a challenge and a necessity

19 questions to marketing attribution and predictive analytics vendors during a demo

These platforms can provide marketers with valuable insights into how to better allocate their resources. Pamela Parker on March 1, 2022 With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how tactics and media channels contribute to the … Continue reading 19 questions to marketing attribution and predictive analytics vendors during a demo