With more and more marketers expected to meet (and even exceed!) targets with reduced budgets, understanding where is best to spend your marketing budget has never been more important. That’s where attribution comes in. But,...
Resources - Attribution
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Apple’s much discussed iOS 14.5 release profoundly changes app marketing data collection with the introduction of a feature called App Tracking Transparency, and has caught the headlines across marketing due to the anticipated opting-out of...
As travel marketers are adapting to changes in the way that customers research, assess and purchase travel products and services they are adjusting audience targeting and also adopting new media and channels to reach customers...
Given the current challenges that travel marketers are facing right now, ensuring that you have the right attribution model in place is a top priority. Despite this, our own research shows that 90% of those...
As travel marketers currently adjust to meet the impact of COVID-19 and the knock-on effect on both customer buying behaviour and their marketing budgets, the need to accurately account for the contribution of every marketing...
Getting attribution right for retail marketers is a challenge. The retail buyer journey is now very often a complex one involving a wide range of touchpoints both on and offline, using multiple devices and involving...
There are now hundreds of revenue attribution tools available to marketers. Some are from global corporations. Many more are from start-ups who want to grab a slice of a fast-growing software market that one analyst...
Gartner surveyed over 400 marketing leaders and analytics practitioners to better understand the current approaches to marketing analytics that support marketing strategies to enable future growth and success. In the current retail environment, choosing the...
Getting attribution right was already challenging for travel marketers with increasingly complex customer journeys, increased levels of competition and radical changes in customer travel preferences. But the advent of COVID-19 has changed the situation beyond...