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Jimmy Shang

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Attribution consistently ranks as one of the most challenging parts of any marketer’s job. With so many channels to account for in today’s world, getting accurate information on which strategies are working and which are lagging can be frustrating. That’s why so many companies have turned to marketing attribution tools that can manage the process of tracking data from multiple channels. Among the best-known solutions is Google Analytics, which offers an array of useful tools for…

Your company website is more than just a place where your target audience can come to learn more about you, purchase a product, or sign up to receive your service. While you may have spent time developing a robust marketing strategy for your website, how do you know if your marketing strategy is accomplishing your specific conversion goals and providing you with more business and a high return on investment (ROI)? Discover everything you need to…

In today’s ultra-competitive e-commerce world, brand marketers need to leverage every available tool to ensure that campaigns engage and connect with audiences. With so many channels to manage and grow, it can be difficult to sort through the information and gather data that accurately reflects how consumers interact with the conversion funnel. Where do customers first engage with your brand? How do they discover the products they purchase? Which marketing channels work best for your…

To reiterate from the previous post, attribution helps marketers get the most from their marketing efforts, by understanding the customers’ journey and identifying valuable touchpoints that lead to conversions. This information is critical to creating more effective ad campaigns and boosting revenue. Data-driven attribution is the state-of-the-art attribution technology that enables companies to accurately analyze marketing performance and optimize campaigns to achieve maximum ROI. For more from our attribution series: Attribution Modeling 101: Finding the…

So, what is psychometrics? The dictionary definition describes it as the “science of measuring mental capacities and processes.” I’d encourage the folks reading this to think about it as “what drives people to act or behave in a certain way.” For example, why would my team choose me to write this blog? Well, from their interactions with me, they know that I’m quite passionate about the topic of personalization. They also know that I’m highly meticulous and conscientious.…

Data is everywhere. Whether it’s web traffic, buyer behavior, or social media engagement, there are numbers for everything. In the Data Never Sleeps report, DOMO estimates that 1.7MB of data will be generated for every person per second in 2020. Many popular analytics platforms help to process and understand the massive amounts of data being generated; however, not all analytics are the same. While most analytics report and assess what has already occurred, predictive analytics…

Big data, artificial intelligence (AI), and machine learning technologies are rapidly changing global business practices. To remain competitive, brands need to embrace data-driven marketing. But integrating it into your business can be a challenge without company-wide buy-in. For data-driven marketing strategies to be as effective, companies need several components in place: At least one primary leader that evangelizes data-backed methods. A consensus throughout all relevant departments that data-driven marketing is a priority. A shift in…

While it’s every marketer’s dream, it’s rare for a consumer to purchase something at first click. This is why multi-touch attribution is an important marketing measurement tool — it evaluates the impact of each touchpoint leading up to a conversion. Using this method, marketers can get an in-depth look into consumers’ experiences and devote spend to the channels that provide the highest ROI. The first step is to determine which attribution model is right for…

Competitive benchmarking is a method for those who want to maintain an edge by knowing where they stand. It’s a way of determining the best processes, strategies, and techniques for achieving your business goals via a set of metrics. Benchmarking is valuable to businesses because it allows you to take a deeper dive into how you measure up against your competitors.  By identifying gaps in processes and examining how other leaders are accomplishing their goals,…

Setting up an e-commerce store? Simple. Running a thriving business through said e-commerce store? That’s where it gets trickier. As any good business owner will tell you, the key to making informed decisions is through data. Cue the e-commerce metrics dashboard, a valuable tool for visualizing and interpreting data in real-time. There’s no one-stop formula for what works. One company’s dashboard will look very different than that of another’s, depending on a variety of factors,…