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Attribution

Predictive modeling: why the “who” is just as important as the “how”

There is significant debate in the data science community around the most important ingredients for attaining accurate results from predictive models. Some claim that it’s all about the quality and/or quantity of data, that you need a certain size data set (typically large) of a particular quality (typically very good) in order to get meaningful outputs. Others focus more on the models themselves, debating the merits of different single models – deep learning, gradient boosting machine, Gaussian process, etc. – versus a combined approach like the Ensemble Method.

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8 Takeaways from IDG Connect’s Unified Analytics for Modern Marketing Webinar

Last month, we released a comprehensive report along with IDG Connect analyzing how marketers are measuring performance. The report contains results from a survey we conducted of 250 marketing professionals, offering a real-world glimpse into what’s working and what’s not.
We also hosted a webinar with IDG Connect’s Bob Johnson to get additional insight and color into our findings. You can listen to the complete recording here, but here are some of the highlights.

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Netmarble measures TV attribution more accurately with Conversion Logic

TV remains notoriously hard for advertisers to accurately attribute value to online conversions, mobile downloads and other digital actions. It has been predominantly considered an upper funnel or brand awareness channel. Unlike digital channels, often there is no traceable journey to conversion. That means that one of the most expensive channels is also the toughest to measure and quantify ROI.

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The Secret to User-Centric Marketing Attribution

Elsewhere in marketing, the user is front and centre. User experience, customer engagement, outside-in marketing – all are buzzwords that remind us that we’re selling to real people, not robots. Yet, an equal and opposite force is also at work. Alongside discussions of UX and CX, marketers drive towards increased automation, programmatic strategies, and measurement derived from mind-bendingly complex algorithms. Attribution typically operates in this latter paradigm.

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TV Effectiveness Analysis is Incomplete Without Ad-stock Consideration

Your media team negotiated a great deal for prime time spots in major channels. But you are not a direct response marketer with a “1800 number, order now” call to action, nor can you just include it in your branding efforts with less stringent ROI expectations. It would be great to have numbers to share with the SEM team to demonstrate that TV is also responsible for the spike in search. Those numbers don’t exist within your BI tool, website analytics tool, marketing automation/analytics tool or within silo-ed channel performance tools. The question your left with is how do I create accountability for my TV spend, understand channel lift and TV’s short and longer term impact on my business?

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4 Must-Have Data Points for Successful Marketing Attribution

We are flooded with data. Each of the many tools in our martech, adtech, and overall technology stacks gives us a myriad of information to work with – and the number of tools that we use continues to grow. This is a blessing and a curse. We now have the data we need to understand precisely how our efforts perform. But without some parameters around that data, it’s hard to find the signal through the noise.

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How to Connect the Dots Across Your MarTech Stack

At last count – and this was almost a year ago – there were 3,874 marketing technology solutions on the market. I explored some of these in my last post, but it’s obviously impossible to sum up almost 4,000 tech offerings in one article. The breadth and scale of the relatively nascent MarTech industry is impressive, by equal turns inspiring and bewildering. What it’s not, at least to CMOs and other marketing leaders, is surprising. You know how much MarTech is out there, because there’s a good chance that you’ve been part of its explosion.

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The results are in: IDG survey reveals how today’s marketers measure their most critical KPIs

We all know that measuring marketing and advertising efforts isn’t easy. It never has been – insert overused John Wanamaker quote here. But the recent proliferation of channels and devices has made marketing measurement exponentially more complex than ever before. Technology helps, and has tried to keep up, but having so many ways to measure so many components can also feel daunting at best, downright overwhelming at worst.

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In Praise of the Media Planner: Why Attribution Tools Should Be Built for the People Who Actually Use Them

When marketing attribution hit the mainstream five years ago, it seemed like an answer to marketers’ prayers. Finally: a data-driven way to go beyond last-click models and truly give credit where credit is due across the cross-channel landscape. Attribution complements MMM (marketing mix modeling) with the power of big data and real-time analysis, providing insight into each touch of the conversion funnel in seconds instead of weeks. For direct response marketers, this is a slam dunk: in the post-800 number days, understanding purchase path to conversion is critical.

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In Search of Conversions: 6 Ways Performance Marketing Is Like Football

A strange thought struck me as I watched the Super Bowl yesterday: football and attribution have a lot in common.
In both scenarios, a highly trained team of professionals executes a series of intricate plays in pursuit of a singular goal: conversions. When played well, football games and marketing campaigns connect to their respective audiences emotionally, and, more cynically, inspire them to open their wallets.

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