Marketing Optimization

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 driven attribution leads to more objective results. This helps to determine which channels are driving … Read Full Post

What Google Optimize 360 can do for you

Google’s new Analytics 360 Suite of products are designed to give enterprises a truly integrated package of marketing analytics and optimization tools. My personal favorite is Optimize 360. It allows you to run A/B multivariate tests, as well as personalization campaigns on your site. What really makes it stand out from the crowd is that … Read Full Post

Tips for Going Beyond A/B Testing and Into Personalization

Nick Iyengar Associate Director of Digital Intelligence

Organizations that want to go beyond analyzing and learning from their data and into putting their data to action are progressing from traditional A/B testing into personalization of their marketing content. While “personalization” can sound intimidating to marketers because it may bring to mind creating one-to-one experiences for everyone who interacts with a brand, it’s actually … Read Full Post

Webinar: Increase the Value of Your Customers with Omnichannel Marketing

Studies show that shoppers who buy in-store as well as online have a 30% higher lifetime value than those who shop using only one channel. Omnichannel is about more than just cross-channel marketing. It’s really about cross-channel marketing done right, by providing a personalized, consistent, and seamless experience across devices and locations. For a concise … Read Full Post

Tips on How to Build a Strategy for Testing and Optimization

online testing and optimization

New tools have made online testing easier for marketers, providing opportunities for organizations to activate their data. Instead of simply collecting and reporting on data, marketers are excited to activate it by using it to generate and test hypotheses. Whether you’re just starting with A/B testing, or have been testing for a while but haven’t seen the … Read Full Post

Benchmark Your Marketing Analytics Maturity

See how your marketing analytics performs against thousands of organizations. (Approx. 5 minutes).