Category Archives: Marketing Attribution

CMOs must dig deeper on attribution

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 →

11 RLSA (Remarketing Lists for Search Ads) Strategies to Drive Conversions

Marketing Attribution

Nicole Blanckenberg — May 21, 2019 Follow @https://twitter.com/NicoleBlancken — May 21, 2019 Getting clever with your RLSA strategies can have a significant effect on boosting your conversions. As we learned in our five ways to increase eCommerce traffic post, Google remarketing campaigns are a must for any eCommerce store. And your remarketing lists for search … Continue reading 11 RLSA (Remarketing Lists for Search Ads) Strategies to Drive Conversions →

9 Attributes of High-Performance Website Copy

Marketing Attribution

Catey Miller — May 20, 2019 — May 20, 2019 You’re putting some thought into how to attract visitors to your website; maybe you’re taking on a full redesign or maybe you’re working with a UX specialist to make tweaks to an already eye-catching site. Visual elements are important for lead generation, and visitors may … Continue reading 9 Attributes of High-Performance Website Copy →

Google Attribution Models Explained (Part 1)

Marketing 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) →

Time to leave last touch attribution in the dust? Answer these 4 questions first

Marketing Attribution

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 →

Is attribution dead? The answer is yes and no

Marketing Attribution

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

Marketing Attribution

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 →

Where is Google Attribution?

Marketing Attribution

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? →

Assessing Multi-Touch Attribution’s value: Is it worth the effort?

Marketing Attribution

While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity. Barry Levine on January 25, 2019 In theory, Multi-Touch Attribution (MTA) sounds like a marketer’s dream come true. Since digital media leaves tracks for each message or interaction, and … Continue reading Assessing Multi-Touch Attribution’s value: Is it worth the effort? →

How to Use Attribution Models to Decipher the Right Mix

Marketing Attribution

Laura Patterson — November 22, 2018 Follow @LauraVEM — November 22, 2018 StartupStockPhotos / Pixabay How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar … Continue reading How to Use Attribution Models to Decipher the Right Mix →