Attribution

Six tips for influencer marketing success

Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.

But despite the spend, many brands aren’t realizing influencer marketing’s full potential. 

Science_of_mta

What are the benefits of multi-touch attribution?

There are an estimated 3.5 million Google searches per day and 1.2 trillion per year. Added to that, the average consumer spend three hours on their mobile per day, with YouTube recently hitting 1 billion hours of viewing per day. 

With all this digital traffic, marketers are having difficulties tracking individual customers across the various channels available.

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.

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.