As 93% of digital marketing media spend is through Facebook and Google Ads, it’s critical that marketers are able to generate maximum returns through these two platforms. However, this has become increasingly challenging as homogenous...
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Despite the undoubted benefits of having effective retail attribution in place – for example Forrester estimates that having personal-level unified marketing measurement in place can improve budget efficiency by a game-changing 30% – it appears...
Now more than ever, the pressure is on for marketers to account for every penny put towards their marketing activity while simultaneously driving demonstrable results. This is made harder by the fact they’re forced to...
PPC has long been the backbone of many marketing strategies, but with rising costs and over-saturation it’s more difficult than ever to generate a healthy ROI. Combined with recent data visibility-killing updates to Google Ads,...
Accurate marketing attribution – figuring out exactly which marketing investments are driving revenue, and by how much – is the Holy Grail for marketers. Armed with accurate data, they can claim, as politicians often do,...
Measurement is a hot topic in retail marketing and for good reason. Like any other industry retail marketers need to work hard to demonstrate ROI and effectiveness of their efforts. But there is a concern...
Let’s start with a Wikipedia definition: “In marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions that contribute in some manner to a desired outcome, and then the...
Many discussions about marketing attribution, like other aspects of marketing, are full of jargon. Most articles on the subject get complicated quickly, and by the time you get to paragraph three, it’s easy to have...
It seems that since the dawn of time, Google Analytics has been a staple part of a marketer’s tool kit. Ask a marketer what they’re using for attribution and you can bet their answer will...