Multichannel Attribution Confusion by Maarten Albarda, Featured Contributor, March 13, 2017 If your inbox is anything like mine, every week it gets flooded with many, many white papers from a wide variety of companies. Some white papers are insightful and good, some are shameless self-promotion. But what many of them manage to do, rather than … Continue reading Multichannel Attribution Confusion
Tag Archives: Attribution
Making complementary media strategies work: The recipe for cross-channel attribution
Your marketing efforts across various channels will have a greater impact when they are aligned with one another, and columnist Kevin O’Reilly discusses how attribution is the key to achieving this alignment. Kevin O’Reilly on March 10, 2017 While much has been said about complementary media strategies, the secret to making it truly work … Continue reading Making complementary media strategies work: The recipe for cross-channel attribution
Stop Thinking Digital To Get The Attribution You Deserve
Stop Thinking Digital To Get The Attribution You Deserve by Rebecca Kaplan, Columnist, March 3, 2017 In our data-driven world, guesses, feelings and estimates about how ads are performing are unacceptable. Advanced analytics tools are helping us see exactly how customers are moving down the digital path to purchase, and which marketing activities are responsible … Continue reading Stop Thinking Digital To Get The Attribution You Deserve
Why machine learning is critical to multi-touch attribution
Columnist Alison Lohse notes that in today’s complex marketing atmosphere, marketers need tools that can quickly and accurately make sense of myriad and disparate data — and machine learning does just that. Alison Lohse on February 14, 2017 Until six or seven years ago, econometric models offered the best way to measure multi-touch … Continue reading Why machine learning is critical to multi-touch attribution
Choosing an attribution model: When, not which
Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you’re trying to answer. Amy Bishop on January 9, 2017 Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is … Continue reading Choosing an attribution model: When, not which
6 questions to help you evaluate an attribution modeling vendor
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and navigate the tricky waters of attribution. Alison Lohse on December 22, 2016 Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook … Continue reading 6 questions to help you evaluate an attribution modeling vendor
MMA: Multi-Touch Attribution Stifled By Lack Of Understanding, Transparency
by Laurie Sullivan@lauriesullivan, November 17, 2016 Only one-third of marketers participating in study released by the Mobile Marketing Association (MMA) this week said they use multi-touch attribution tools today, which helps them determine the value of each customer interaction leading to a conversion. More than 75% said they will use the tools by 2019 if … Continue reading MMA: Multi-Touch Attribution Stifled By Lack Of Understanding, Transparency
The Role of Attribution in Online Advertising
Saurabh Kumar — October 27, 2016 Follow @ineptikus— October 27, 2016 Google Analytics’ defaults to Last-Non-Direct click for its attribution model. Google Adwords’s uses Last Click attribution for its reports. If you do not understand the difference between these two, read on. To attribute is to regard something as being caused by it. Marketing attribution … Continue reading The Role of Attribution in Online Advertising
Getting a clearer picture of local marketing attribution
It can be a challenge to get a clear picture of how effective your local marketing efforts are, so columnist Brian Smith outlines some of the more effective methods for tracking in-store attribution. Brian Smith on November 14, 2016 There’s a reason many brands don’t track in-store attribution for local marketing: it’s hard. Really … Continue reading Getting a clearer picture of local marketing attribution
The How vs the Who: An Argument Against Attribution & Hack Back
Sam Bisbee — November 8, 2016 Follow @sbisbee— November 8, 2016 A lot of organizations focus their efforts on identifying external actors, distinguishing between different groups that may be attempting malicious activity. At some organizations, this is relevant due to the defender’s sophistication, capabilities, and relationships. However, they are the 1%-ers and have many of … Continue reading The How vs the Who: An Argument Against Attribution & Hack Back
Random Posts on
Why it’s time to reframe email from campaigns to conversations
Integrating Live Video Content into Your Small Business
TransUnion looks to bring trust back to mobile communications channels
12 Online Tools to Manage Your Business Remotely [Infographic]
E-Commerce Sales Down? Ask Yourself These 3 Questions
What is Hybrid Agile?
