Posts tagged with Attribution Modelling

The four habits of successful data-driven marketers

As marketers, we are constantly encouraged to be 'data-driven'. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.

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The state of marketing attribution: Research

Econsultancy’s State of Marketing Attribution report, published in association with AdRoll, looks into the current adoption levels of marketing attribution. 

It also investigates what skills are required for success, the effectiveness of various attribution methods, as well as the barriers marketers face today.

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Three keys to digital advertising success in 2017

2017 is here and marketers are now reviewing their priorities for the new year. This will be challenging for digital advertisers as a lot has changed since this time last year.

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Five trends which will define data-driven marketing in 2017

That marketing is 'all about the data' has now become so widely accepted that many marketers are left wondering, what's next?

To some, the future of data looks a lot like the present. Data is something marketers send upwards to business intelligence systems (BI) and report performance.

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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.

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Dark social: It's worse than we thought in Asia-Pacific

Dark social refers to any digital channel where content is shared, yet clicks from the channel to a website are not traceable. Hence, 'dark'.

Though we have mentioned dark social before, new research shows that the problem is worse than previously thought, especially in Asia-Pacific and Australia.  

Here's why. 

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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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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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Six key issues from the attribution analysis & modelling table at Digital Cream 2013

I had the pleasure (or dubious honour?) of moderating on Econsultancy’s attribution analysis and modelling table at this year’s Digital Cream event at the Emirates stadium in London. 

It was an intriguing insight in to what ecommerce teams are doing and what is holding them back. The common theme was a slight unease about how best to use attribution modelling to help the business grow.

There was variety in the type of company represented, from membership organisations to high street retailers, as well as the job roles of the people attending, from ecommerce managers to business analysts.

Here’s a summary of the six key issues that were discussed and the challenges that businesses are facing.

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Companies struggling to perform attribution and online/offline measurement

One of the holy grails for digital marketers is to be able to calculate the effectiveness of each stage of a customer journey and to optimise it to increase sales.

While some would have hoped that the often-cited quote attributed to Lord Leverhulme would become a relic of the past, unfortunately companies are still struggling to measure their customer journeys.

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Attribution modelling: the myths and the misnomers

Comments around the affiliate channel looking for a new solution to last click is completely fallacious as are many of the articles and panels I have seen around attribution modelling.

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Choosing attribution technology - five things to consider

Econsultancy's first Marketing Attribution Management Buyer's Guide looks in detail at this fast-growing market, with profiles of the leading players and tips for those looking for a supplier.

Here, we outline five of the most important considerations for those looking for an attribution vendor.   

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