To understand which marketing channels have the largest impact on conversion, attribution is often used as the go-to approach. Whether a user has seen a display or paid search ad, or received an email newsletter, if it then converts, attribution determines how each touchpoint gets credited for the sale. This credit can be assigned using … Read Full Post
Posts by: Danika Law
Cardinal Path’s David Booth outlines five key areas that marketers can address to start optimizing their media investments, and demonstrating ROI: Measurement Testing, personalization & optimization Attribution Modeling Accountability through governance This MarTech Today article gives actionable advice for kickstarting any media measurement program.
As marketers continue to grapple with assessing every channel and marketing touchpoint, it’s important to note — attribution data needs context to be fully actionable. Whether you’re using rule-based attribution where all credit is assigned to a channel depending on its position in the conversion path, or data-driven attribution, where credit is fairly attributed to … Read Full Post
There is a design principle known as KISS: Keep it simple, stupid: We should aim to keep systems, models, and solutions as simple as possible, and unnecessary complexity should be avoided. When starting a project, we should ask ourselves how complex we need to get to answer the question at hand accurately, and go no more … Read Full Post
Attribution is used to determine which marketing events contribute the most (and most often) to sales conversions. But in almost all cases, customers will see more than just advertising before they convert. Oftentimes, they will be fed content across your website which is just starting to educate, inform, and ‘warm them up’ – gradually bolstering … Read Full Post