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Assessing a Data-Driven Attribution Solution


Data-driven attribution is used to determine which marketing channels have the largest impact on conversion. While rule- based attribution can be subjective, as you assign how much credit each channel gets depending on its position in the conversion path, data … Read Full Post

Advanced Personalization Implementations


Personalization is all about tailoring information or experiences for your customer segments. In the web world, online personalization tools have been around for a while, however recently, more advanced implementation use-cases are starting to develop. In this post, we will … Read Full Post

Google DoubleClick Announcement Overview


Google’s Paul Muret, VP Display, Video & Analytics, was the keynote speaker at Google DoubleClick’s Leadership Summit this morning, an annual gathering of large advertiser, agency, and publisher clients. In his presentation, he shared updates about new innovations on the … Read Full Post

Using purchase intent analysis to assess actual dollar value of digital actions

Image source: Pixabay

Purchase intent is an exciting new tool in the predictive analytics bag. A purchase intent analysis is a statistically modeled approach to assessing the actual dollar value of digital actions and touch points. It involves compiling data from a variety … Read Full Post

Mobile Research and App Usage in Brick-and-Mortar Retail Stores

Omnichannel report chart, cropped

Smart consumers use their mobile devices to check for in-store coupons and discounts, and to read product reviews. This poses a real  threat to retail stores, as it enables shoppers visiting brick-and-mortar locations to compare  the competition’s selection and prices … Read Full Post

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