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Tag Archives: Attribution

How AI and ML bridge the attribution disconnect across marketing channels

Close the gap in your attribution strategy. Here’s how AI can help you connect digital spend to in-store sales for better ROI. Michele Morelli on October 16, 2024   As marketers pour more budget into digital channels, a surprising disconnect remains. While the majority of retail sales, for example, still happen in physical stores, most … Continue reading How AI and ML bridge the attribution disconnect across marketing channels

Foursquare introduces Sales Impact attribution features

The new offering combines location and purchase insights for mobile and multichannel campaigns. Chris Wood on September 10, 2024   Today, geolocation technology company Foursquare introduced Sales Impact, a new offering in its campaign attribution suite. The tool combines location and purchase insights, allowing marketers to measure the impact of multichannel campaigns on sales. Previously, … Continue reading Foursquare introduces Sales Impact attribution features

Using multi-touch attribution to build a brand: Best of the MarTechBot

See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: mastering multi-touch attribution. MarTechBot on March 11, 2024  I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how you can improve prompts to get … Continue reading Using multi-touch attribution to build a brand: Best of the MarTechBot

This Is What An Advanced Attribution Model Looks Like

This Is What An Advanced Attribution Model Looks Like by Laurie Sullivan , Staff Writer @lauriesullivan, September 21, 2023 Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media — at least for now — such as connected television (CTV) and generative artificial … Continue reading This Is What An Advanced Attribution Model Looks Like

How to decide if you need a marketing attribution and performance management platform

Implementing an MAPM platform has implications for every aspect of your marketing operations and business. Here’s how to know if you need one. Pamela Parker on August 3, 2023  A marketing attribution and performance management (MAPM) platform employs statistical modeling and machine learning to holistically evaluate the performance of a company’s marketing initiatives on bottom-line … Continue reading How to decide if you need a marketing attribution and performance management platform

Despite Concerns Over AI, Brands Leverage It For Creative, Attribution

Despite Concerns Over AI, Brands Leverage It For Creative, Attribution by Steve Ellwanger , May 12, 2023     Scary, but irresistible to brand marketers: That’s a reference to both social media and artificial intelligence. Why social media? Do a search for Bud Light+Dylan Mulvaney. So who’s afraid of AI? When San Francisco-based OpenAI released … Continue reading Despite Concerns Over AI, Brands Leverage It For Creative, Attribution

Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available

Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available by Laurie Sullivan  @lauriesullivan, January 20, 2023 Microsoft Advertising released a model into general availability that it calls “last-touch attribution for automated bidding” on the Microsoft Audience Network this week. Daniel Godoy, evangelist at Microsoft Advertising, provided this update during a presentation. He said enabling the feature when … Continue reading Microsoft Makes Last-Touch Attribution For Automated Bidding Generally Available

Attribution Modeling Is Not Dead, Yet

Attribution Modeling Is Not Dead, Yet by Tony Jarvis , Op-Ed Contributor, November 18, 2022 The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models.  Alice Sylvester, Partner of conference co-host Sequent Partners opened the day with a huge challenge: “Attribution is not dead but what is … Continue reading Attribution Modeling Is Not Dead, Yet