Tag Archives: Attribution

Balancing Value Between Behavioral Targeting And Behavioral Attribution

Marketing Attribution

Balancing Value Between Behavioral Targeting And Behavioral Attribution by Cory Treffiletti , March 10, 2021   Last week Google made a big announcement that essentially eliminated third-party behavioral targeting from its platforms.  I read the news and was certain the reverberations were being felt throughout the entire martech ecosystem.  What about outside of that ecosystem?  … Continue reading Balancing Value Between Behavioral Targeting And Behavioral Attribution →

COVID-19 Triggers Innovations In Executing Attribution & Analytic Models

Marketing Attribution

COVID-19 Triggers Innovations In Executing Attribution & Analytic Models by Tony Jarvis , Op-Ed Contributor, November 20, 2020 Day 4 of ARF’s “Attribution & Analytics Accelerator” focused on “Accelerating Recovery” and concluded an intriguing and insightful event. The five case studies presented supported the various concerns with attribution models — notably Multi-Touch-Attribution, MTA, Marketing Mix … Continue reading COVID-19 Triggers Innovations In Executing Attribution & Analytic Models →

UTM Parameters: A Complete Guide for Traffic Attribution

Marketing Attribution

Ahmad Kanani — March 2, 2020 Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website. In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing … Continue reading UTM Parameters: A Complete Guide for Traffic Attribution →

From Attribution to Attention: Future Proofing Brand Investment

Marketing Attribution

From Attribution to Attention: Future Proofing Brand Investment by Keith Brewer , Op-Ed Contributor, February 25, 2020 Over the past couple of years, audience-centric media planning, measurement and optimization have come under increasing pressure from platforms, browsers, and regulators. A few weeks ago when Google announced that Chrome would stop supporting third-party cookies, we witnessed … Continue reading From Attribution to Attention: Future Proofing Brand Investment →

Beyond the cookie: What’s next for attribution?

Marketing Attribution

Identity resolution and more holistic approaches to measurement are the way forward, according to 11 experts. Greg Sterling on February 17, 2020 Now that third party cookies are on death watch, there are many questions arising about post-cookiepocalpyse marketing. Among them, what happens to attribution and what current or future methodologies will take their place? … Continue reading Beyond the cookie: What’s next for attribution? →

New challenges ahead for attribution with the rise of intelligent tracking prevention

Marketing Attribution

With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year. Simon Poulton on January 3, 2020   Contributor and SMX speaker, Simon Poulton, is focusing on intelligent tracking prevention (ITP) in 2020 because he believes Safari … Continue reading New challenges ahead for attribution with the rise of intelligent tracking prevention →

Pro Tip: Why you should stop using last-click attribution in Google Ads

Google Advertisement

The Model Comparison Tool report in Google Analytics evaluates non-last click models to help you better measure success. Justine Rabideau on December 10, 2019 When was the last time you searched for something, clicked an ad and purchased immediately? Probably never. That’s why it’s time for marketers to stop using last-click attribution for measuring success … Continue reading Pro Tip: Why you should stop using last-click attribution in Google Ads →

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