1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
Research, Trends and Best Practice
1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]
1. Foreword by AdRoll When surveying the levers that marketers can pull to improve their businesses, there is one lever that keeps squeaking and getting stuck year after year. Unfortunately, that lever is crucial to improving everything else in the marketing machine. We’re speaking, of course, about attribution. In the age of data, where we’re […]
Machine learning can unravel customer journeys and unify data hidden in silos to finally give marketers clearer vision on how to optimise ad spend.
As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
In early 2019, there was alarm about the potential impact of Safari’s Intelligent Tracking Prevention (ITP) on marketing analytics, including Google Analytics.
Should we be excited about Facebook Attribution? I certainly think so.
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.