{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Posts tagged with Attribution

What marketers need to know about Google Attribution

Despite the fact that it has been a priority for years, attribution remains one of many marketers' biggest challenges.

Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution.

1 comment
brand funnel

You're (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL - cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.

1 comment

Four things to consider before marketing on a new digital channel

Marketers face the challenge of a constantly changing media landscape.

According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.

2 comments
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.

5 comments
attribution chart

Marketing attribution: How many are actually doing it?

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.

2 comments

Facebook's Offline Conversions API is a big deal for merchants

For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging.

This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses.

But savvy merchants will soon be able to change that thanks to Facebook's Offline Conversions API.

0 comments
potato and money on calculator

Are marketers overspending on TV, display and even SEO?

Econsultancy's Media Budgets Index, in association with Datalicious, compares media budget allocation with perceived media consumption.

I've picked out some highlights from the worldwide survey of 678 relevant senior staff, including overspend and underspend by channel.

1 comment
next directory

Can cross-channel marketing save the Next catalogue?

Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news.

“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.

2 comments
email open rate affected by temperature

50+ joyous digital stats from 2015's Festival of Marketing

I've been trawling through the Festival of Marketing presentations from 2015, to deliver you some statistical goodness.

OK, it's a bit of a potlatch, but a damn tasty one with something for everybody's palate.

Grab a spoon...

0 comments

Online Advertising & Ecommerce in 2015: Digital Cream Singapore

Recently, nearly 100 senior brand marketers met in Singapore for a full-day of roundtable discussions of the issues that we are all facing in digital.

As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual. But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.

Here is an overview of the topics covered by the Online Advertising and Ecommerce & Onsite Conversion Rate Optimisation tables, along with notes of what brand marketers thought.

0 comments

Data-driven marketing: Making big data actionable in APAC

In November dozens of senior brand marketers met in Singapore for a full-day discussion of the issues that we're 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 individual.  

3 comments

The state of marketing attribution in Singapore

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. 

0 comments