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Posts tagged with Attribution

How can businesses track the customer journey in a multichannel world?

Smartphones can support impulsive purchasing – browsing a retailer’s website while waiting in a supermarket queue and clicking 'buy now', for instance.

Meanwhile, the widespread use of tablets as second screens presents the opportunity to make purchases, perhaps in response to advertisements, from the comfort of your sofa.

Digital window-shopping, or showrooming, is common among smartphone users and often leads consumers into physical stores to try on or test products, or to making online purchases from another device at another time.

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The top four applications of Big Data in marketing

Marketers live in a world that is creating 2.5 exabytes of data each and every day.

This provides both a challenge and an opportunity to marketers. How can they process and harness big data in faster and more innovative ways to deliver deeper insights and improved business performance?

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Display: we've got it all backwards

Can digital be used to create customers, rather than just marketing to the ones you already have?

Making potential intenders visible online is the key. Digital display can create customers, not just close them

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How do you turn analytics data into additional revenue?

Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.

Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.

There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.

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Three ways to approach advanced attribution

The marketing potential of Advanced Attribution is huge, and many companies struggle to devise a strategy that’s suitable for them.

Everyone is talking about it, yet marketers find themselves confused, stuck, overwhelmed by the many options, model types, and data sets.

Although adoption is gaining momentum, with brands allocating more resources and budget to attribution modeling, only 26% of companies use advanced attribution that goes beyond last-click according to an Econsultancy Quarterly Digital Intelligence Briefing.

This is truly alarming, considering that companies spend sums of up to and more than £5m annually to drive customer acquisition in online marketing alone. This is huge investment that is not necessarily ROI proven.

So, how can you use the platform to turn data into insight and action?

Here are three ways marketers can approach it, without becoming stuck.

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Has the affiliate channel outgrown the CPA last click model?

It's well known that the affiliate channel works on a cost per acquisition (CPA) model, meaning that when the desired action is completed, be it a sale, lead or quote,  the affiliate is paid.

To be able to attribute the sale to an affiliate there needs to be an agreed metric by which a sale can be attributed.

Typically this is a 'last click wins' model: if the last click is attributed to a particular publisher then they receive the commission.

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The state of digital marketing in Hong Kong: highlights from Digital Cream 2013

Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month. 

They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.

Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.

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IMW 2013 Econsultancy Hangout: Measurement, analytics, and attribution: part two

On Tuesday, I posted a first half summary of the Econsultancy Hangout I participated in with Jim Sterne and Tom Cunniff (moderated by Econsultancy’s Stefan Tornquist) on Measurement, Analytics, and Attribution.

Rather than summarize the entire second half of the Hangout, I wanted to focus part two on a great discussion we had on changing incentive structures to create an organizational culture of integrated digital marketing and attribution.

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Takeaways from our #IMW13 Hangout: Measurement, analytics and attribution

Last week we wrapped the second of our Integrated Marketing Week (#IMW13) video expert series via a Google+ Hangout.

The hangout featured  Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.

The guys had a lively debate curated by our VP of research in the States, Stefan Tornquist, with audience interaction and questions via Twitter and YouTube.

Here's a breakdown of what was discussed:

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A day in the life of an... Attribution Manager

Dan Robinson is Attribution Manager at Havas Media, a digital media agency based in London. Here he gives us a glimpse into his role. 

If you're looking for a new challenge, or want to break into the digital industry, then check out the hundreds of digital jobs listed on our recruitment site.

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Key findings from the Econsultancy/Accenture roundtable in Singapore

Econsultancy recently held a joint roundtable with Accenture in Singapore on April 4 covering Content, Marketing ROI/Attribution and social media.

The power of roundtable discussions lies both in the diversity of companies grouped around a single table, from B2B to B2C or from local minnow to global brand, as well as the transparency and range of the conversation.

The joint Accenture Interactive and Econsultancy roundtable was no exception, with over 25 companies represented from a mixture of multi-national, to local innovator and from B2C to government sector.

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Attribution Black Holes

Five simple attribution black holes to look out for in reporting

Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.

Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.

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