1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]
Introduction Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges. According to McKinsey,[1] “Turning your company into a top quartile B2B digital player can increase revenue by 3.5%.” Econsultancy’s Digital Outlook report for 2019 explains that the next five years will be challenging for B2B marketers. […]
For ecommerce businesses seeking a way to understand your customers’ digital paths to conversion beyond the last click, it’s a challenging time.
With a proliferation of marketing channels, marketers face the challenge of understanding which parts of the customer journey are adding the most value. Learn what attribution modelling is and the key considerations for marketers. Watch this short video to learn more.
Companies now spend over $100bn on digital advertising in the US alone and not surprisingly, they want to know whether or not that money is being spent well. Unfortunately, despite the fact that digital channels are theoretically the most trackable, attribution remains a significant challenge for many marketers.
Should we be excited about Facebook Attribution? I certainly think so.
91% of marketers understand the value of attribution, yet many of the conversations I have suggest that most of them are struggling to justify spend on attribution technology internally.
Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.
This is crucial information in a world where paths to conversion are so complex.
The marketing potential of Advanced Attribution is huge, and many companies struggle to devise a strategy that’s suitable for them.
Everyone is talking about it, yet marketers find themselves confused, stuck, overwhelmed by the many options, model types, and data sets.
Although adoption is gaining momentum, with brands allocating more resources and budget to attribution modeling, only 26% of companies use advanced attribution that goes beyond last-click according to an Econsultancy Quarterly Digital Intelligence Briefing.
This is truly alarming, considering that companies spend sums of up to and more than £5m annually to drive customer acquisition in online marketing alone. This is huge investment that is not necessarily ROI proven.
So, how can you use the platform to turn data into insight and action?
Here are three ways marketers can approach it, without becoming stuck.
Digital Cream is a series of international events hosted by Econsultancy where marketers and business representatives are invited to network, exchange experiences and learn from one another’s progress in digital marketing.
This year, I had the opportunity to attend the latest conference at Emirates Stadium in London and the chance to sit-in on three of the day’s marketing attribution roundtables.
Attribution is clearly an area of contemporary business which a range of delegates were interested in. Many, however, were quite new to the concept – and there is a clear risk of inertia when presented with the somewhat limitless complexities the subject can present. Not to mention all that data…
I collected my notes in this Marketing Attribution Trends Briefing (thanks to our sponsors Adometry for their assistance and case studies included). But for a short summary, here are four of the key takeaways from that day…
For any company to truly make any kind of informed decision for future strategy, it needs to understand the value of everything it does online.
There are multiple ways a customer can find your ecommerce site: organic results on a search engine, a PPC campaign, a link on Twitter, a retargeted display ad on another website… Customer journeys are increasing in their non-linear passage.
The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.
So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.
Spend goes in at the top and leads and sales come out at the bottom.
You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.
In this post I take a term that you’re all probably well aware of and try to enlighten myself, and hopefully the few of you who are just as baffled as me, on its actual meaning.
As I dive deeper and deeper into the world of digital marketing even more words and phrases float up to reveal themselves, particularly ones that perhaps are more on the business end of the spectrum.
Last week I shot my investigative glare towards Customer Lifetime Value (CLV) and Single Customer View (SCV). This week: attribution.
On Thursday, November 19 dozens of brand marketers came together in Singapore for a full-day discussion of the issues that we are all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any one marketer.
But at the end of the event, the hosts of each table helpfully provided a summary of the day’s discussions.
Disparate tech platforms and data sources are the greatest barriers to using attribution more effectively, say 41% of marketers in the Asia Pacific region
This comes from our new report State of Marketing Attribution in Asia Pacific which is based on a survey of more than 400 APAC respondents.
One of the common refrains about digital marketing is that everything is measurable.
However new research by Econsultancy and Datalicious shows that 60% of marketers in Asia-Pacific do not carry out any sort of attribution modelling.
I recently spoke to top retail brands about their experience with attribution and one of the comments was particularly pertinent.
Marketers continue to be ambitious with creative digital campaigns and cross-device usability as new technologies emerge, but many still don’t truly understand which channels are actually working.
Attribution may not be the most exciting subject, but measuring the success of your marketing channels should play an integral role in your marketing strategy.
Don’t take my word for it – top brands successfully riding the omnichannel wave are proving that it works.
Though the headline might suggest it, I’m not going to draw a tawdry analogy.
Simply, let’s look at a few charts from Econsultancy’s new report, the State of Marketing Attribution in the UK, France and Germany, published in association with AdRoll.