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Attribution

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Greek philosopher Socrates famously coined the phrase, “Know thyself.” Since ancient times, it’s been a call to know who you really are and to stay true to those values in order to lead an optimal life. But for brands, this is only half the battle.  The U.S. alone has more than 380 million consumers. Research shows their attention span averages eight seconds, so getting your brand message across to the right consumers can be a…

It’s a miracle when a business becomes successful without investing in analytics. Mostly because it’s incredibly hard to grow without keeping track of your company’s data. Case in point: Every business needs reliable marketing analytics, which in turn help drive tactical and strategic decisions. The more attention and effort you dedicate toward it, the clearer and more informative your insights will be. As the CEO and founder of Improvado, a marketing analytics middleware company, I…

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…

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…

For the past decade, there’s been an impossible-to-kill myth in digital advertising: clicks are king. Last-click attribution is seen by many marketers as an easy and accurate solution for measuring digital performance. Naturally, marketers using last-click attribution are more attracted to vendors that price per click to drive last-click performance. There’s just one problem with this approach: it’s not very effective. Let’s Walk Through a Scenario Imagine that your retail business is using Google Analytics…

How do you know if your campaigns and initiatives are working? Having the right measurement tools and being able to attribute results to activities allows you to claim victory when you’re making a positive impact, and fix problems when they arise. As you work through this section, think about how you evaluate the effectiveness of what you’re doing, and how you would like it evaluated by others. Measuring Key Performance Indicators (KPIs) Now that you’ve…

Gone are the days of a simple Google search being the only way a prospect can come across your brand. While browsing your website, your prospects are actively checking their online profiles, refreshing their emails, and checking out similar products on other websites. It’s time to take a holistic, cross-channel view of the customer journey as opposed to traditional last-touch attribution models.  So, let’s say you’re well on your way to determining which channels and…

If the marketing definition of “attribution” confuses you, you’re not alone. While you may have a basic understanding of what attribution is — assigning credit to a marketing touchpoint for a conversion — the influx of marketing channels and devices has complicated the meaning. So, what does attribution really mean? To fully understand it, let’s delve into why it matters to your business and explore how attribution has evolved from single-touch attribution. For more from…

Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…