Catey Miller — May 20, 2019 — May 20, 2019 You’re putting some thought into how to attract visitors to your website; maybe you’re taking on a full redesign or maybe you’re working with a UX specialist to make tweaks to an already eye-catching site. Visual elements are important for lead generation, and visitors may … Continue reading 9 Attributes of High-Performance Website Copy
George Karapalidis — May 16, 2019 — May 16, 2019 377053 / Pixabay Knowing how different marketing channels work together to drive conversions and sales is key for marketers, and the various Google attribution models available can be useful tools for examining your data from one angle or another. But that array of options often … Continue reading Google Attribution Models Explained (Part 1)
The days of last touch attribution may be numbered. Here’s what retail marketers need to consider before making the switch to a multi-touch model. Mike Farrell on March 20, 2019 at 11:11 am Retail marketers have debated the end of last touch attribution for over a decade now. In today’s omnichannel marketing world, where consumers … Continue reading Time to leave last touch attribution in the dust? Answer these 4 questions first
Multi-touch attribution is only going to get harder due to platform changes and a focus on privacy but there are a few approaches used within MTA that can produce actionable insights. Larry Cohen on February 27, 2019 Attribution is an analytical method that takes a lot of user-level data and tries to measure the impact … Continue reading Is attribution dead? The answer is yes and no
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
Google’s free attribution tool made a big splash in 2017. Where does it stand now? Ginny Marvin on January 31, 2019 In May 2017, Google announced the launch of a free version of Google Attribution. In October of that year, it said the tool had rolled out to “hundreds more” advertisers. But now, more than … Continue reading Where is Google Attribution?
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?
Laura Patterson — November 22, 2018 Follow @LauraVEM — November 22, 2018 StartupStockPhotos / Pixabay How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar … Continue reading How to Use Attribution Models to Decipher the Right Mix
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 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