Tag Archives: Attribution

Using multi-touch attribution to build a brand: Best of the MarTechBot

Marketing Attribution

See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: mastering multi-touch attribution. MarTechBot on March 11, 2024  I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how you can improve prompts to get … Continue reading Using multi-touch attribution to build a brand: Best of the MarTechBot →

This Is What An Advanced Attribution Model Looks Like

Marketing Attribution

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

Marketing Attribution

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 →

Despite Concerns Over AI, Brands Leverage It For Creative, Attribution

Artificial Intelligence Tools

Despite Concerns Over AI, Brands Leverage It For Creative, Attribution by Steve Ellwanger , May 12, 2023     Scary, but irresistible to brand marketers: That’s a reference to both social media and artificial intelligence. Why social media? Do a search for Bud Light+Dylan Mulvaney. So who’s afraid of AI? When San Francisco-based OpenAI released … Continue reading Despite Concerns Over AI, Brands Leverage It For Creative, Attribution →

Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available

Marketing Attribution

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

Marketing Attribution

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 →

Identity and attribution can give your first-party data strategy a boost

Data Strategy

You can’t improve ROI without accurately measuring campaign performance. For that, you need solid data and identity. Chris Wood on May 12, 2022 Measuring campaign performance can be difficult as digital marketing channels multiply and customers drift across those varied channels. “Identity and data are key to accurately measuring market performance,” said Gloria Ward, director … Continue reading Identity and attribution can give your first-party data strategy a boost →

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

Marketing Attribution

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 →

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