Here’s why marketers need to know which channels and events contribute most to the bottom line. Jacqueline Dooley on April 5, 2022 Marketing attribution is an umbrella term describing the departments, people, and technology responsible for determining what marketing tactics and channels are contributing to sales, conversions, and leads. The responsibilities inherent in marketing attribution … Continue reading Marketing attribution: What it is, and how it identifies vital customer touchpoints
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must. Kim Davis on March 18, 2022 When lead-to-account matching specialists LeanData decided to withdraw their marketing attribution solution, one beneficiary was marketing performance measurement platform Full Circle Insights. “A lot of our customers run their … Continue reading Why marketing attribution is both a challenge and a necessity
Google Details New Gaming Ad Options, Attribution Tools by Laurie Sullivan @lauriesullivan, March 15, 2022 Google detailed several new ad options for Google Ads and AdMob during the Google for Games Developer Summit 2022 on Tuesday. The latest features aim to help developers and brands reach more players and increase app revenue. Players spent more … Continue reading Google Details New Gaming Ad Options, Attribution Tools For Google Ads, AdMob
These platforms can provide marketers with valuable insights into how to better allocate their resources. Pamela Parker on March 1, 2022 With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how tactics and media channels contribute to the … Continue reading 19 questions to marketing attribution and predictive analytics vendors during a demo
The deal aims at providing a single independent scalable standard for campaigns across traditional and digital TV. Chris Wood on February 7, 2022 CTV advertising delivery and measurement platform Innovid has entered into an agreement to acquire TVSquared Ltd., a global measurement and attribution platform for linear or “converged” TV. The deal is valued at … Continue reading Innovid will acquire TVSquared, bridging CTV and linear TV measurement and attribution
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success. Pamela Parker on December 17, 2021 With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how … Continue reading Do you need a marketing attribution and predictive analytics tool?
Attribution Accelerator Day 4: Recency, Creative Take Center Stage by Tony Jarvis , Op-Ed Contributor, November 19, 2021 The Advertising Research Foundation’s (ARF) and Sequent Partners’ four-day “Attribution & Analytics Accelerator” conference wrapped up Thursday reminding attendees about three important principles: The relative importance of creative versus media. The need for media agencies to embrace … Continue reading Attribution Accelerator Day 4: Recency, Creative Take Center Stage
Susie Marino October 5, 2021 When it comes to PPC, there is no one person who knows all the intricacies of every platform like the back of their hand. I’ll admit, as a seasoned Google Ads vet, attribution models has been my weak point in terms of expertise—up until recently. Google has yet again stirred … Continue reading Data-Driven Attribution as the New Default in Google Ads: What You Need to Know
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing. Pamela Parker on September 30, 2021 Marketing attribution and predictive analytics platforms are software that employ sophisticated statistical modeling and machine learning to evaluate the impact of each marketing touch a buyer encounters … Continue reading What do marketing attribution and predictive analytics tools do?
Mark Shannon July 19, 2021 An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths. It’s a useful tool for marketers, because modelling attribution helps you to understand how a conversion funnel is working, and how best to optimize … Continue reading Optimize Your Campaign Reporting with Attribution Modelling
