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According to CEO Dick Costolo, Twitter has become "a remarkably successful business." And judging by the price the company is now charging for Promoted Trends, his statement just might be believable.
That price: according to Twitter's director of revenue, $120,000. Not bad for a company that many of us used to question the financial viability of on a regular basis.
It’s common for consumers to click on an online ad, view a product and then postpone purchase until a couple of days later when they’ll go directly to the site and the conversion is made.
Furthermore, once an order is complete, that same customer could keep coming back to the site to make other purchases. And yet, measuring these instances of customer loyalty to optimise bids has often proven to be a problem for marketers.
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.
Attribution is one of the hottest topics in the world of digital marketing at the moment. As more companies try to tackle this area, Econsultancy has this week published a Marketing Attribution Management Buyer's Guide, with a focus on market trends and the main players in this sector.
Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.
Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.
Not since Google plumped for pay-per-click sponsored listings in 2000 has ‘The Big G’ made a decision as strategically significant as its recent commitment to path-to-conversion reporting in the guise of ‘Multi-Channel Funnels'.
Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.
From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated...
One day, you might ask ‘what the hell have path-to-conversion reports ever done for us?’ These reports now exist, are a massive leap forward and are already driving some advertisers to better online marketing plans.
However, given the pace of change and the ease with which we take such advances in our stride, here’s a pre-emptive strike against us ever taking full path-to-conversion reporting for granted.
As more and more marketing dollars flow to digital, marketers are increasingly active in multiple online channels, including search, display and social. Yet making sense of how they all relate to one another, and optimizing marketing spend across all of these channels, still often poses significant challenges.