Looking to improve your attribution modeling for better insights into your analytics? Columnist David Fothergill shares his method, which uses a Markov model to determine the relative value of each channel in your conversion path. David Fothergill on October 26, 2016 Marketing attribution continues to provoke many discussions, theories and debates these days. As … Continue reading Beyond heuristics: Algorithmic multi-channel attribution
by Ray Schultz, Columnist, October 24, 2016 Marketers are hung up on cross-channel attribution. But they should be thinking about cross-device attribution. That’s the view at Zaius, a B2C solutions provider. For insights into getting one view of the customer, and on how to align metrics with business goals, we spoke with Eric Keating, vice … Continue reading Channels Or Devices? Across The Attribution Divide
Proper attribution modeling is one of the biggest challenges facing marketers today. Columnist Christi Olson discusses the common gaps in attribution and some ideas for thinking more holistically about your digital marketing campaigns. Christi Olson on October 13, 2016 Attribution is the science behind assigning values to individual touch points throughout a customer’s decision … Continue reading Rethinking today’s attribution problem in digital marketing
by Jawad Khan Follow @WritingMDestinyOctober 3, 2016 All too often, social media marketing involves flying blind. You might see in your Google Analytics reports that the social networks are steadily referring traffic to your site, and those visitors might even be converting reasonably well, but that’s just part of the picture, isn’t it? Clickthroughs from … Continue reading 6 Powerful Tools for Superior Social Media Measurement and Attribution
If your grasp of your Facebook ads attribution is murky, you’re not alone. Columnist Brad O’Brien offers four solutions to help you get a solid understanding of its role in the customer journey. Brad O’Brien on September 15, 2016 Twin Design / Shutterstock.com So you’re advertising on Facebook and have a good handle on … Continue reading 4 solutions to dial in your Facebook attribution
by Meera MurthyAugust 25, 2016 When thinking about marketing attribution and ROI measurement, many marketers tend to get a little anxious. As a marketer, you are spending a tremendous amount of time and budget to drive people to your websites and apps, engage them while they are there, and encourage them to return. Isolating the … Continue reading The Truth Behind Attribution Reporting
Attribution is key for marketers looking to optimize media channels in this increasingly fragmented world August 2, 2016 Attribution is key for marketers looking to optimize media channels in this increasingly fragmented world Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such … Continue reading Attribution Becoming More Of A Priority For Marketers
by Patrick Hopf July 26, 2016 Follow @SourceKnowledgeJuly 26, 2016 These days, most marketers understand the value of attribution as it relates to measuring campaign results. However, today’s attribution models vary widely in terms of sophistication and effectiveness. Last-click attribution – in which all credit is given to the last click on the path to … Continue reading Why You Shouldn’t Be Using Last-Click Attribution [Infographic]
by Jordan Con July 20, 2016 Follow @jordanmconJuly 20, 2016 A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing channels do you use?” or “How long is your marketing cycle?,” the … Continue reading All 11 Marketing Attribution Models, Explained
by Andrew Sheridan July 19, 2016July 19, 2016 Marketing leaders rely on analytics to optimize their marketing campaigns and prove results. Data is the foundation of all analytics, but without robust, reliable data your analytics strategy may fall short at crucial moments. By cultivating the right data sources you can ensure your marketing analytics will … Continue reading 4 Ways Call Attribution Gives Your Marketing Analytics an Edge
