The Journey Together At Arcalea, we believe in the power of innovation, the strength of strategy, and the impact of data-driven decisions. It’s these principles that guide us as we navigate the ever-evolving digital marketing landscape. Today, we’re thrilled to share a moment of recognition that truly encapsulates the ethos of our team and the […]
Return on Marketing Investment (ROMI)
Making Powerful Use of a Confusing Metric What is ROMI? Measuring the business value of marketing has been a popular if not critical activity within departments for decades now. With the rise of ROI measurement in the 1970s, businesses increasingly sought to quantify different functions in financial terms, sometimes simply for cost-cutting, others for tactical […]
Revenue Attribution
Proving ROI with Revenue Attribution In today’s data-rich marketing landscape, marketers must quantify campaign performance to optimize budgets. With many touchpoints across channels, determining which efforts convert leads is difficult. Marketers can no longer rely on gut feelings; data validation is required. Revenue attribution models offer a solution. By analyzing customer journeys across touchpoints, these […]
Share of Voice as a Strategic Accelerator
What is Share of Voice? Before the digital revolution, Share of Voice (SOV) was a standard metric to determine a brand’s share of the advertising space by simply calculating a brand’s spends on available media (print, radio, television), the total spends on the category of product and service, and the percent represented by the brand. […]
Ten Limits of Single-Touch Attribution
Why Single-Touch Attribution is No Longer Enough Today’s customer journey is significantly more complex than when single-touch attribution reigned as the exemplary model. Customer journeys are now multi-channel, multi-device, and often non-linear. While more sophisticated attribution models have been developed to address the contemporary customer journey, many marketers and brands still rely on single-touch attribution. […]
The State of MTA Today
In recent years various leaders and marketers have pronounced multi-touch attribution (MTA) as dead. Each cites different reasons–the loss of signal from identity deprecation, failed experiments, or a fallback to MMM frameworks. However, despite these proclamations, MTA is steadily adopted by a significant percentage of businesses each year. So what’s the problem? Abstract Below is a summary […]
Testing and Experimentation in the Digital Marketplace
The Rise of Digital Tests and Experiments Even before the development of a ubiquitous digital ecosystem, growth-focused businesses performed tests and experiments aimed at many of the same areas of practice. Just as today, elements throughout the product life cycle were tested: product ideation (to determine if a product would find a market), prototypes (to […]
Unlocking the Power of Analytics
Overcoming Common Analytics Challenges Data analytics has become an essential component of modern business strategy. It offers insights into customer behavior, sales trends, and other key performance metrics that can inform decision-making and help organizations achieve goals. However, despite the benefits of analytics, many businesses face common challenges that prevent them from unlocking its full […]
Building Superior Organic Search Results
Strategy-driven SEO In recent years, marketing departments have almost universally depicted the customer journey as a funnel, with a customer following a logical line from awareness, familiarity, to consideration and purchase, ideally to loyalty. The near universal presence of businesses online, the abundant resources and interaction points presented by forums, chat sites, social media, etc., […]
Everything You Need to Know About GDPR
The European Union is introducing a new law that will affect almost every business that collects or processes the data of customers in the EU. The law, commonly known as GDPR, was passed by European Parliament on April 2016 and is set to take effect on May 25. Companies that fail to comply are at risk of […]