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…
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.…
Whether marketers are familiar with marketing attribution or not, they’re always thinking about it. Why? Because many businesses are focused on paid media, and the purpose of paid media is to drive business growth. But, how do you drive growth if you don’t know where to allocate your marketing dollars? In an increasingly fragmented marketing landscape, this question is more important now than ever. The answer is with multi-touch- attribution. Let’s go over why measuring…
As a marketer, you’re probably no stranger to dipping your toes in a variety of tactics — Google display and search ads, social media marketing, affiliate marketing, the list goes on and on. The biggest challenge is knowing which avenue generates the most revenue, and which ones to get rid of. That’s where attribution comes into play. However, when you’re getting started with attribution implementation, many questions will arise. Let’s go over which analytics attribution…
Shopping patterns have drastically changed over the past decade, making it necessary to rethink your measurement solution. Learn how to design a multi-touch attribution model that fits your needs.
Brand awareness can be a particularly hard nut to crack. Based on our experience helping customers solve this problem, we have some recommendations for metrics to track and reasons why they matter.
Find out how the latest updates to the Attribution Dashboard makes it easier to surface performance metrics for your marketing tactics & compare the ad types that are influencing shoppers to purchase.
The key to setting up any testing program is to ensure that no biases are introduced. It’s crucial to test with a clean framework where the treatment and control sets of users are comparable. Without introducing comparable audiences, the test will not reflect valid and reliable results. This is where incremental lift testing comes in. The Importance of Randomized Control Experiments When most people think of randomized controlled experiments, clinical trials, in which one group…
Incrementality helps identify the channels and tactics that generate the most value. In this post, you’ll learn the basics of this testing methodology & how it can positively impact your bottom line.
You may have seen the headlines that “Last click is dead.” But despite the industry moving away from a last-click attribution model, marketers still evaluate campaign success with this approach. Why?
