Tag Archives: 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

Why real-time attribution is (mostly) irrelevant, and what to do instead

To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time data. Alison Lohse on August 31, 2017   The martech and ad tech industries love to talk about real-time. The context doesn’t matter — regardless of the circumstances, real-time must be better than delayed. … Continue reading Why real-time attribution is (mostly) irrelevant, and what to do instead

A deep dive into online-to-in-store attribution

Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and how they affect campaigns. Michael Della Penna on June 23, 2017   Connecting advertising to outcomes has increasingly become a key initiative for companies of all sizes. Over 50 percent of companies with 100+ employees … Continue reading A deep dive into online-to-in-store attribution