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Attribution Model

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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…

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…

It used to be so simple. Consumers became aware of brands through traditional means: driving past a billboard, hearing a radio spot, or seeing a commercial. But with the democratization of the digital space, the process of reaching consumers has drastically changed. Consumers now live in a world where they’re inundated with digital ads everywhere they work, live, and play online, adding complexity to a once linear customer journey. This complexity makes it a challenge…