Tag Archives: Attribution

Facebook Attribution deep dive: Democratizing attribution for digital marketers

Facebook has put aside any platform bias and now there is a way to compare performance across platforms. Simon Poulton on November 12, 2018 at 2:26 pm Picture this – for a given period, your Google Ads campaigns record 500 conversions and for that same period, Facebook Ads campaigns show 700 conversions but the total … Continue reading Facebook Attribution deep dive: Democratizing attribution for digital marketers

Location attribution goes mainstream, as Pandora marks 400th campaign with the KPI

Greg Sterling on September 6, 2018     Pandora has been working with location analytics provider Placed (owned by Snap) over the last four years. The two have been measuring the offline impact and incremental visitation lift from Pandora campaigns in the fast food, retail and tourism verticals. Pandora uses offline measurement to track the efficacy … Continue reading Location attribution goes mainstream, as Pandora marks 400th campaign with the KPI

3 attribution considerations for B2B lead generation

Contributor Manny Rivas breaks down three attribution modeling concepts and discusses the paid credit metric to help marketers better understand their marketing campaigns. Manny Rivas on August 6, 2018   Customer life cycles and marketing campaigns alike are becoming increasingly complex and difficult to measure. Marketing attribution is the fundamental, yet complex, concept of reporting … Continue reading 3 attribution considerations for B2B lead generation

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

Solving for cross-device complexity with multi-touch attribution

Multi-touch attribution isn’t new, but technological advances have brought it within reach and made it more important than ever, says contributor Chuck Moran. Chuck Moran on April 13, 2018   I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you. Because marketers are human, we understand … Continue reading Solving for cross-device complexity with multi-touch 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