Author: James Collins

James Collins

James Collins is Managing Director for Rakuten Marketing’s attribution solution and contributor to Econsultancy.

funnel

Should sales be used to measure the ROI of influencer marketing?

As influencer marketing gets more sophisticated (and expensive), the demand for reliable measurement of ROI is increasing rapidly.

Are you measuring the value of your efforts the right way?

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Christmas shoppers on smartphone

How Britain's favourite brands are attracting consumers this Christmas

Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.

But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?

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Online shoppers using different devices

How to combine attribution and segmentation data to achieve marketing success

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.

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Cross-device

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

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Attribution Methodology - Build, Model, Do

The three stages of attribution that are crucial to success

I recently spoke to top retail brands about their experience with attribution and one of the comments was particularly pertinent.

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House of Fraser, Virgin Holidays & Red Letter Days Interview

Three top retailers share their marketing attribution stories

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.

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Building a Business Case for Attribution

Four top tips for building a business case for attribution

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.  

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