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Author: Paul Cook
Founder of TagMan - smart tags, smarter marketing. The ultimate Container Tag and De-duplication and online marketing attribution solution which is an independent alternative to Doubleclick Floodlight and Atlas UAT. Over 10 years of experience in Online media and marketing having previously been head of sales for one of the UK's largest radio stations. Founded eCRM software company RedEye in 1997 where he pioneered online advertising measurement.
Forget last click, first click or even our own 'best click', one of our favorite clients, Boden, has been talking brilliantly about how, now they can see all their customers' paths to conversion, their mission is to optimise these and not necessarily the individual channels that make them up.
Every three years or so, advertisers decide to put all their media and marketing into a single agency network. Three years later, once they’ve seen their performance in the different marketing channels eroded, they head once more for the specialists.
It has been going on since the 80s, and it would be nice to see the cycle broken...
After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.
Comparing the stats for Toprural delivered by Google Analytics
with his own 3rd-party solution, he finds that, while his own system (AT Internet’s
XiTi) says 37.8% of visitors come via Google, GA says it’s 71.8%. The
core of the problem, he discovers, is the good old cookie window. It
turns out the default cookie window Google ascribes to visitors that
arrive on a site via Google is six months. Six months!
Web analytics expert Eric T. Peterson has gone on a new tip about campaign attribution, aka the ability to apportion credit for any campaign effectiveness to the channels, executions and partners that delivered it.