Listen to the Podcast: Introduction Years ago, when I first dipped my toes into the world of marketing, things were simpler. The customer’s journey from awareness to purchase was fairly straightforward. A good campaign was a billboard on the highway, a clever TV ad, or maybe a memorable radio jingle. That was it. Marketers had […]
A healthcare company lacked visibility into attribution. With Galileo, they increased effectiveness of Marketing 81%.
Why Independent Attribution Is Essential for Accurate Customer Insights Imagine a sunny afternoon, and you come across a lemonade stand. A cheerful kid offers you a cup of lemonade for free. Larry David might quip, “What’s the catch!? What kind of lemonade is free? I don’t want your free lemonade!” The skepticism isn’t about the […]
Overview of Attribution Modeling Understanding the impact of each marketing touchpoint on consumer behavior and sales outcomes is more crucial than ever. Attribution modeling stands as a pivotal methodology in this quest, providing marketers with the insights needed to determine how various channels contribute to their goals, be it generating leads, conversions, or enhancing brand […]
I. Introduction: Cracking the Code of Digital Marketing Success Picture this: Sarah, a digital marketing manager at a trendy e-commerce startup, was pulling her hair out. Her latest email campaign boasted impressive open rates, but sales were flatlining faster than a heart monitor at a mime convention. She was drowning in a sea of data, […]
A growing national healthcare provider needed to scale a profitable business model, but had no insight into the efficacy of the nearly dozen individual marketing mix components. The Challenge A fast-growing national healthcare brand had successfully captured high-value customers, achieving an impressive Return on Ad Spend (ROAS) of approximately 13:1. However, the complexity of its […]
A global pharmaceutical brand developed a singular solution for an underserved patient community. However, low visibility and contextual awareness prevented new customer acquisition. The Challenge A leading pharmaceutical company developed a groundbreaking, targeted solution for an underserved patient population. Despite offering an innovative market solution, the brand’s organic visibility remained low, with most customers acquired […]
CHICAGO, April 2, 2024 /PRNewswire/ — Arcalea, the global leader in marketing analytics, has been recognized by Fortune as one of “America’s Most Innovative Companies” of 2024. Chosen by Fortune and Statista from a competitive pool of more than 15,000 candidates, only 200 companies achieved the honor. The selection criteria focused on three foundational aspects of innovation: […]
Cracking the Attribution Code In today’s world, customer journeys are complex. The proliferation of marketing channels–social, display, email, SEO, print– has led to a fragmentation of the customer journey. Rarely does a sale result from a single ad click anymore. Prospects engage with pieces of content across multiple platforms over time before converting. To properly […]
How Statistics Point the Way to Attribution Success Over the last 5 years, statistics relevant to marketing attribution have provided a roadmap for successful implementation. In fact, some of the most common challenges to accurate measurement and profitable optimization can be resolved by following a few simple guidelines. Marketing attribution, specifically cross-channel, full-funnel multi-touch attribution, […]
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