Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and how they affect campaigns. Michael Della Penna on June 23, 2017 Connecting advertising to outcomes has increasingly become a key initiative for companies of all sizes. Over 50 percent of companies with 100+ employees … Continue reading A deep dive into online-to-in-store attribution
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing mix modeling, multi-touch attribution, and cross-channel attribution. Alison Lohse on June 9, 2017 Marketing analytics is one of the most buzzed-about categories in the current red-hot martech landscape. For those of us … Continue reading What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Contributor Sweta Patel walks you through the three main social media attribution models to help you understand which approach will work best for your organization. Sweta Patel on June 7, 2017 Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to … Continue reading Two social media attribution models to use instead of single-touch
Paul Schmidt — June 1, 2017 — June 1, 2017 What Does This News From Google Mean? Attribution is one of the biggest challenges that marketers have been facing for years. Attribution helps marketers understand what tactics, devices, and channels are helping your prospects turn into customers. Google announced this week Google Attribution. This solution … Continue reading Google Attribution: A Huge Analytics Change Is Coming Your Way
Measuring Up: B2B Email And the Attribution Challenge by Ray Schultz , Columnist, May 12, 2017 B2B marketers don’t know how to count. That is, many can’t measure and attribute their results across channels. That’s the grim finding of the 2017 Marketing Measurement and Attribution from Demand Gen, sponsored by brightfunnel. Of 173 marketers surveyed, … Continue reading Measuring Up: B2B Email And the Attribution Challenge
The Rules Of Modern Attribution by John Bates , May 9, 2017 There are a number of well-documented challenges with attribution in paid media. But as the digital marketing industry collectively works toward closing the loop, we must be careful not to succumb to tunnel vision: although paid media is critical in achieving reach and … Continue reading The Rules Of Modern Attribution
Columnist Chandar Pattabhiram explains why marketers today must move beyond vanity metrics and instead seek true alignment metrics, such as pipeline, revenue, and big strategic metrics like Lifetime Value (LTV) and number of brand advocates. Chandar Pattabhiram on April 24, 2017 Attribution has traditionally been the bane of all marketers, but we’re no longer … Continue reading The Mufasa Metric: Rethinking attribution in the Engagement Economy
Columnist Alison Lohse offers a framework around which to structure your attribution program and stay aligned to organizational goals by strategically balancing efficiency, scale and testing. Alison Lohse on April 13, 2017 Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing attribution … Continue reading How to implement an optimization framework for long-term attribution success
You may think you’re hitting your conversion goals, but columnist Andrew Goodman warns that faulty attribution can lead to inaccurate or misleading performance data. Andrew Goodman on March 24, 2017 PPC account managers are held to exacting performance standards. Their efforts are judged by KPIs like Return on Ad Spend (ROAS) and CPA (Cost … Continue reading Beware these 7 sneaky PPC attribution tricks
So, you’ve just implemented a new marketing attribution solution. Now what? Columnist Alison Lohse explains how you should be spending those first three months to achieve positive ROI. Alison Lohse on March 16, 2017 Your marketing attribution solution should have positive ROI and start paying for itself within 90 days of implementation. This goal … Continue reading 4 steps to ROI-positive marketing attribution in 90 days
