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 […]
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, […]
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, […]
Effective Attribution at Scale As growth-focused enterprises strive to optimize marketing ROI, attribution analytics have become essential for quantifying channel and campaign performance. Yet for brands with lengthy sales cycles and complex buyer journeys, many turnkey attribution platforms fail to provide accurate measurement. Today sophisticated attribution analytics enable B2B brands with even the most complex […]
Quantifying the Cross-Channel Customer Journey As consumers engage with brands across a proliferating array of digital and offline touchpoints, marketing leaders need sophisticated attribution modeling capabilities that provide a holistic, cross-channel view of customer journeys. Cross-channel attribution, allows brands to accurately evaluate performance across their integrated marketing strategies spanning awareness to conversion. The Goal of Cross-Channel Attribution […]
“ROAS: What did you just SAY?” The true measure of an advertising campaign’s success boils down to two critical metrics: Return on Ad Spend (ROAS) and Return on Marketing Investment (ROMI). ROAS provides a straightforward ratio of gross revenue generated for every dollar spent on advertising, shedding light on the immediate financial impact of specific […]
The Customer and the Marketing Mix Whether a business sells consumer furniture or industrial equipment, the customer journey and effective marketing mix can be lengthy, complex, and opaque to the marketer attempting to calculate discrete ROAS. A customer may read reviews on social media, click an advertisement, visit a business website, watch a video, download […]
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