Posts in Attribution

AdWords Conversion Linker: What is it and why do you need it?

In the last few days you might have seen an overlay banner in your Google Tag Manager account as below:

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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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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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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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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.

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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.

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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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The secrets of elite analytics practices: Report

Earlier this year, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices.

We sought to discover just how much analytics was contributing to business performance and where in particular it was making the biggest impact.

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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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Five essential ingredients for digital marketing success

The world of digital marketing is so vast that marketers find it difficult to prioritise.  

There are so many channels, platforms, and ways to engage customers that it can be tough to know where they should be spending their time.

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Defining a new approach to measurement: Four top findings from new research

The practice of modern measurement is evolving to catch up with the mobile customer.

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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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