Tag Archives: Attribution

New challenges ahead for attribution with the rise of intelligent tracking prevention

With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year. Simon Poulton on January 3, 2020   Contributor and SMX speaker, Simon Poulton, is focusing on intelligent tracking prevention (ITP) in 2020 because he believes Safari … Continue reading New challenges ahead for attribution with the rise of intelligent tracking prevention

Pro Tip: Why you should stop using last-click attribution in Google Ads

The Model Comparison Tool report in Google Analytics evaluates non-last click models to help you better measure success. Justine Rabideau on December 10, 2019 When was the last time you searched for something, clicked an ad and purchased immediately? Probably never. That’s why it’s time for marketers to stop using last-click attribution for measuring success … Continue reading Pro Tip: Why you should stop using last-click attribution in Google Ads

eCommerce Attribution Modeling Made Easy

Nicole Blanckenberg — November 22, 2019 Follow @https://twitter.com/NicoleBlancken So, here’s the thing: your eCommerce attribution modeling strategy is probably costing you sales. Why? There is a significant chance that you are reading your Google Analytics and Tag Manager data wrong, which can result in incorrect assumptions and counter-strategies that ultimately hurt your eCommerce business in … Continue reading eCommerce Attribution Modeling Made Easy

Digital advertising is not the dot com bubble, improper attribution is

The real problem in paid search right now is our belief that we can track everything. Kirk Williams on November 20, 2019  Is advertising the “new dot com bubble” according to this intriguing article written on The Correspondent?  I’ve been chewing on this question since the article came out a couple of weeks ago. Well, … Continue reading Digital advertising is not the dot com bubble, improper attribution is

Multichannel Attribution: How to Measure the Unmeasurable

Mariia Bocheva — October 18, 2019 If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions. Most businesses have a lot of data about customer behavior: the devices they … Continue reading Multichannel Attribution: How to Measure the Unmeasurable

Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership

Every company should be moving to multi-touch attribution, says Mediacurrent’s Adam Kirby — and it’s not just a marketing thing. Ginny Marvin on August 28, 2019 “As a marketer if you’re not using a MTA model, it’s challenging to prove your impact on the business and improve the customer experience by continuing to invest in … Continue reading Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership

Time to leave last touch attribution in the dust? Answer these 4 questions first

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