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
Tag Archives: Attribution
Despite Concerns Over AI, Brands Leverage It For Creative, Attribution
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
Why we care about marketing attribution modeling
Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer. Danni White on April 14, 2023 Attribution modeling is what many marketers use to help determine the comparative value of a marketing or advertising channel. Understanding the value of these channels and … Continue reading Why we care about marketing attribution modeling
Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available
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
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
Attribution Is Killing Your Strategy
Attribution Is Killing Your Strategy by Phil Case , July 1, 2022 The following was previously published in an earlier edition of Marketing Insider. Marketers who over-index on grabbing the quick dollar versus investing in building their brand are doing themselves a disservice. Brands too often commit a fatal blunder by focusing too intensely on … Continue reading Attribution Is Killing Your Strategy
Identity and attribution can give your first-party data strategy a boost
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
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
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must. Kim Davis on March 18, 2022 When lead-to-account matching specialists LeanData decided to withdraw their marketing attribution solution, one beneficiary was marketing performance measurement platform Full Circle Insights. “A lot of our customers run their … Continue reading Why marketing attribution is both a challenge and a necessity
Google Details New Gaming Ad Options, Attribution Tools For Google Ads, AdMob
Google Details New Gaming Ad Options, Attribution Tools by Laurie Sullivan @lauriesullivan, March 15, 2022 Google detailed several new ad options for Google Ads and AdMob during the Google for Games Developer Summit 2022 on Tuesday. The latest features aim to help developers and brands reach more players and increase app revenue. Players spent more … Continue reading Google Details New Gaming Ad Options, Attribution Tools For Google Ads, AdMob
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