Nicole Blanckenberg — November 22, 2019 Follow @https://twitter.com/NicoleBlancken So, here’s the thing: your eCommerce attribution modeling strategy is probably costing you sales. Why? There is a significant chance that you are reading your Google Analytics and Tag Manager data wrong, which can result in incorrect assumptions and counter-strategies that ultimately hurt your eCommerce business in … Continue reading eCommerce Attribution Modeling Made Easy
The real problem in paid search right now is our belief that we can track everything. Kirk Williams on November 20, 2019 Is advertising the “new dot com bubble” according to this intriguing article written on The Correspondent? I’ve been chewing on this question since the article came out a couple of weeks ago. Well, … Continue reading Digital advertising is not the dot com bubble, improper attribution is
Mariia Bocheva — October 18, 2019 If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions. Most businesses have a lot of data about customer behavior: the devices they … Continue reading Multichannel Attribution: How to Measure the Unmeasurable
Every company should be moving to multi-touch attribution, says Mediacurrent’s Adam Kirby — and it’s not just a marketing thing. Ginny Marvin on August 28, 2019 “As a marketer if you’re not using a MTA model, it’s challenging to prove your impact on the business and improve the customer experience by continuing to invest in … Continue reading Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership
We need to be able to communicate complex data outcomes to the rest of the C-level in a way that is compelling, understandable and relatable. Andy Betts on June 20, 2019 Welcome to the martech multiverse. Everything old is new again; martech is innovating in leaps and bounds, yet attribution remains a thorn in the … Continue reading CMOs must dig deeper on attribution
George Karapalidis — May 16, 2019 — May 16, 2019 377053 / Pixabay Knowing how different marketing channels work together to drive conversions and sales is key for marketers, and the various Google attribution models available can be useful tools for examining your data from one angle or another. But that array of options often … Continue reading Google Attribution Models Explained (Part 1)
The days of last touch attribution may be numbered. Here’s what retail marketers need to consider before making the switch to a multi-touch model. Mike Farrell on March 20, 2019 at 11:11 am Retail marketers have debated the end of last touch attribution for over a decade now. In today’s omnichannel marketing world, where consumers … Continue reading Time to leave last touch attribution in the dust? Answer these 4 questions first
Multi-touch attribution is only going to get harder due to platform changes and a focus on privacy but there are a few approaches used within MTA that can produce actionable insights. Larry Cohen on February 27, 2019 Attribution is an analytical method that takes a lot of user-level data and tries to measure the impact … Continue reading Is attribution dead? The answer is yes and no
Singular Working On Cross-Device Attribution To Pre-Determine Campaign ROI by Laurie Sullivan @lauriesullivan, February 27, 2019 Singular, a marketing intelligence platform, recently released technology that calculates the return on investment across devices and platforms globally, but the company’s CEO said developers are working on a model that will tell marketers in advance of launching the … Continue reading Singular Working On Cross-Device Attribution To Pre-Determine Campaign ROI
Google’s free attribution tool made a big splash in 2017. Where does it stand now? Ginny Marvin on January 31, 2019 In May 2017, Google announced the launch of a free version of Google Attribution. In October of that year, it said the tool had rolled out to “hundreds more” advertisers. But now, more than … Continue reading Where is Google Attribution?
