Category Archives: Marketing Attribution

Singular Working On Cross-Device Attribution To Pre-Determine Campaign ROI

Singular Working On Cross-Device Attribution To Pre-Determine Campaign ROI by Laurie Sullivan  @lauriesullivan, February 27, 2019 Singular, a marketing intelligence platform, recently released technology that calculates the return on investment across devices and platforms globally, but the company’s CEO said developers are working on a model that will tell marketers in advance of launching the … Continue reading Singular Working On Cross-Device Attribution To Pre-Determine Campaign ROI

Assessing Multi-Touch Attribution’s value: Is it worth the effort?

While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity. Barry Levine on January 25, 2019 In theory, Multi-Touch Attribution (MTA) sounds like a marketer’s dream come true. Since digital media leaves tracks for each message or interaction, and … Continue reading Assessing Multi-Touch Attribution’s value: Is it worth the effort?

Get Your ‘Attribution Accelerator’ Presentations Here

Get Your ‘Attribution Accelerator’ Presentations Here by Joe Mandese  @mp_joemandese, October 19, 2018 If you weren’t able to make Sequent Partners’ and Greenbook’s “Attribution Accelerator” conference Oct. 11 in New York City, fear not. You can download the presentation decks from most of the presenters — nearly 30 of them — here. MediaPost.com: Search Marketing … Continue reading Get Your ‘Attribution Accelerator’ Presentations Here

Who, What, Where? Marketers Say They’re Good At Attribution

Who, What, Where? Marketers Say They’re Good At Attribution by Ray Schultz , Columnist, July 11, 2018 For all the hand-wringing about attribution, marketers must be getting better at it. Almost 100% are effectively using the science to achieve their marketing goals, and 49% are very successful — best-in-class — according to Measuring Marketing Attribution, … Continue reading Who, What, Where? Marketers Say They’re Good At Attribution

Placed Attribution For TV Connects To In-Store Visits

Placed Attribution For TV Connects To In-Store Visits by Laurie Sullivan  @lauriesullivan, June 13, 2018 Placed, which provides attribution on consumer exposure advertising, on Wednesday introduced TV measurement as a part of Placed Attribution. The platform connects ad views seen on broadcast television to store location data from about 300 million devices through partnerships with … Continue reading Placed Attribution For TV Connects To In-Store Visits

Why your media decisions matter for campaign location attribution

Vendors may seem to hold all the cards for location-based campaign measurement, but contributor Gladys Kong explains how your media buys have a substantial influence. Gladys Kong on May 17, 2018  Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that … Continue reading Why your media decisions matter for campaign location 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