Posts tagged with Attribution

Digital Cream 2012: attribution hot topics

At Digital Cream London we hosted the attribution management roundtable where we were joined by marketers from some great brands.

The brief was to share experiences and to discuss the issues surrounding attribution and path to conversion analysis.

The day highlighted some consistent themes that are key to many industries and in the interest of continued learning and development among both brand peers and experts, it seemed like a useful idea to document the hot topics and to begin to answer them.

So with ‘Chatham House Rules’ firmly in mind, here we go...

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Marketer versus machine discussions dominate OMS 2012

If there was a theme to Econsultancy's session at the Online Marketing Summit in San Diego, it may have been marketer versus machine. 

We looked at recent research studies that explore some of the major trends in marketing and technology and often, success has more to do with people and priorities than the technologies they use. 

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Data overload: five key themes

The proliferation of data is to marketers what the faster-than-light neutrino is to physicists. Scary and exciting in equal measure, shaking perceptions of what is possible and opening up new worlds of opportunity ... and pain.

While sadly we don't touch on time-travel, data is very much a topic which permeates our latest Quarterly Digital Intelligence Briefing, published this week in association with Adobe.

Below, I've outlined five key data-related themes covered in the report. 

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Social media attribution: friend or foe?

As advertisers and agencies begin to get a grasp of attribution and its role in multi channel marketing, a new kind of attribution is beginning to emerge in the social media space that measures the value of social media based on influence, actions and interactions.

The need to track, measure, and attribute away from last click metrics in search, display, and digital has gained massive momentum over the last year. 

Social media has always been ‘behind the pack’ when looking at attribution and monetisation. However, the increasing demand to be able to monetise social media and gain insight and understanding is at the forefront of the social media mind.

After all, brands are always ready to invest in channels that can be measured.

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How marketing teams should think about technology

While sound understanding of marketing technology is mandatory for marketers, riding every hyped tech wave is bound to spread you too thin. Selective participation is key to succeeding.

Technology has become an integral part of marketing, no doubt. And navigating the multitude of new technologies, the art of prioritisation is arguably the most important challenge to address. Data from Econsultancy’s Marketing Budgets 2011 Report gives food for thought.

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Attribution modelling: the myths and the misnomers

Comments around the affiliate channel looking for a new solution to last click is completely fallacious as are many of the articles and panels I have seen around attribution modelling.

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Twitter drives more traffic than you think: report

Twitter may not have as many users as Facebook, but when it comes to social sharing, it is arguably the king for many publishers. 

And for good reason: Twitter's structure makes it the perfect platform for sharing links.

But are publishers using Twitter to drive traffic to their websites underestimating just how much traffic the social media hub is generating? According to social analytics provider awe.sm, the answer to that question is 'yes!'.

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10 essentials of e-commerce optimization & attribution, Part two

Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can, and do, take to optimize online sales.

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Is a Twitter Promoted Trend worth $120,000?

According to CEO Dick Costolo, Twitter has become "a remarkably successful business." And judging by the price the company is now charging for Promoted Trends, his statement just might be believable.

That price: according to Twitter's director of revenue, $120,000. Not bad for a company that many of us used to question the financial viability of on a regular basis.

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Attribution: Why search marketers should care about customer loyalty and lifetime value

It’s common for consumers to click on an online ad, view a product and then postpone purchase until a couple of days later when they’ll go directly to the site and the conversion is made.

Furthermore, once an order is complete, that same customer could keep coming back to the site to make other purchases. And yet, measuring these instances of customer loyalty to optimise bids has often proven to be a problem for marketers.

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Choosing attribution technology - five things to consider

Econsultancy's first Marketing Attribution Management Buyer's Guide looks in detail at this fast-growing market, with profiles of the leading players and tips for those looking for a supplier.

Here, we outline five of the most important considerations for those looking for an attribution vendor.   

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Vendors stake claim for marketing attribution business

Marketing Attribution Management Buyer's GuideAttribution is one of the hottest topics in the world of digital marketing at the moment. As more companies try to tackle this area, Econsultancy has this week published a Marketing Attribution Management Buyer's Guide, with a focus on market trends and the main players in this sector. 

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