Category: Data & Analytics

Is Google taking over the attribution landscape after GDPR?

Is Google taking over the attribution landscape after GDPR?

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Marketing attribution can help marketers discover the blind spots of their strategy by focusing on all the touchpoints of their funnel. It has turned into a rising trend among marketers as it offers a great opportunity of being more efficient with the budget. Google wanted to explore the trend of a data-driven attribution model by […]

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3 new marketing attribution trends to keep an eye on

3 new marketing attribution trends to keep an eye on

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More marketers recognize the need to invest in marketing attribution. It can help them be more efficient with their budget to create more successful campaigns. As more channels show up, there is a challenge of attributing their success to the most appropriate channels. That’s why it’s important to understand the benefits of attribution to ensure […]

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4 questions to answer before picking the right attribution model for your business

4 questions to answer before picking the right attribution model for your business

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The right marketing attribution model can lead to useful insights that can shape your next tactics and bring even more successful results. The wrong marketing attribution model may not necessarily ruin your strategy, but it won’t help you understand which channels helped you achieve your goals. This leads to wasting time and budget into a […]

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5 first-party data strategies to power your personalization

5 first-party data strategies to power your personalization

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Every brand understands—or should understand—the importance of data. And no data is more valuable than first-party shopper behavior data, which is derived directly from your customers. Since first-party data comes straight from the source, this eliminates any games of telephone, enabling marketers to better understand—and build stronger relationships with—their customers. According to CPC Strategy’s “How […]

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The power of real-time attribution in a multi-channel world

The power of real-time attribution in a multi-channel world

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The rise of emerging technologies has changed consumers’ behavior. Artificial intelligence, augmented reality and voice assistants have pushed consumers into a new form of interaction with brands and their content. Marketers have been introduced to a new world where a campaign is not restricted to traditional channels, but they need to shift their strategy to […]

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Selecting the right Customer Data Platform

Selecting the right Customer Data Platform

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Customer Data Platforms (CDP’s) make it easier for companies to assemble, unify, and deploy their customer data.  The previous article in this series described how they do it; let’s assume here that was enough to convince you to buy one.  This article will discuss how to make a wise purchase. The process isn’t much different […]

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5 things to consider when selecting a multi-touch attribution vendor

5 things to consider when selecting a multi-touch attribution vendor

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The multi-touch attribution (MTA) landscape is complex, spanning a plethora of statistical models and a wide variety of vendors. Equally, brands are fully aware of the importance of accurate attribution to understand their audience and deliver on their business goals. After all, the average consumer visits a retailer’s site 9 times before purchasing and the […]

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Why do you need multi-touch attribution?

Why do you need multi-touch attribution?

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The increasingly complex nature of the customer journey – which now spans multiple devices, channels and sessions – is becoming harder than ever to untangle. So, in order to be able to optimize marketing activities, marketers need to be able to identify which of their channels are working, and which are not. This is where multi-touch […]

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Cleaning up data for the B2B sales cycle

Cleaning up data for the B2B sales cycle

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Every day last year, we created an average of 44.1 exabytes of data. That’s an unfathomably high number roughly equivalent to about 369 million Macbook Pros. With the volume of data out there, marketers have gotten savvier about how to process and utilize it to reach consumers. The problem is, most of that data is […]

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Introduction to Customer Data Platforms

Introduction to Customer Data Platforms

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Chances are you’ve at least heard about Customer Data Platforms (CDPs). You may even know they combine customer data from different systems to build a complete customer view. But do you know whether CDP claims are realistic? Do you understand the differences between CDPs and other customer data solutions? Most important, can you judge whether […]

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How US businesses are preparing

How US businesses are preparing

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The General Data Protection Regulation (GDPR) will revolutionize how organizations capture, process, and utilize the data they hold on their customers. Although the new laws will exclusively cover EU citizens, their implications will be felt much further afield. Any business that holds data (including IP addresses and online browsing history) on an EU citizen must […]

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6 changes in marketing measurement that will impact 2018

6 changes in marketing measurement that will impact 2018

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“One of the biggest pitfalls for performance measurement is to measure the ‘part’ with ignorance of the ‘whole,’” wrote Pearl Zhu, author of the Digital Master book series. Her quote perfectly reflects the growing realization of marketing measurement’s critical role. We see a requirement to evolve beyond attributing the value of a conversion to single […]

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Real-time relevance and predicting purchases

Real-time relevance and predicting purchases

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It’s common for consumers to receive promotions from retailers after they’ve made a purchase. But wouldn’t people find that promotion more valuable in real time, when they’re actually in the store? Fifty-eight percent of consumers think so, according to Eagle Eye Research. This highlights the evolution of real-time marketing, which is particularly important when reaching […]

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How the GDPR promises to improve personalization

How the GDPR promises to improve personalization

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When the General Data Protection Regulation (GDPR) goes into effect in May, marketers will need explicit consent from EU residents to store or use any of their data. The regulation comes with a hefty fine, so marketers have at least 20 million reasons to comply. This will ultimately result in greater transparency and greater trust, which […]

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Increased transparency and increased trust

Increased transparency and increased trust

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In just six months, the General Data Protection Regulation (GDPR) officially goes into effect. Marketers will no longer be allowed to collect, store or use the personal data of any European Union (EU) citizen without their explicit consent. Compliance is non-negotiable, given the huge financial ramifications. On the surface, the regulation may sound draconian. But […]

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From 1980 through next May: The evolution of GDPR

From 1980 through next May: The evolution of GDPR

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Two years after it was announced by the European Parliament, the Council of the European Union and the European Commission, the General Data Protection Regulation (GDPR) becomes legally binding on May 25, 2018. This new regulation legally prohibits marketers from storing or using EU residents’ personal data without their consent. Consent must be explicit. Opt-out […]

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How democratizing data leads to better decisions

How democratizing data leads to better decisions

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As data processing becomes more sophisticated and informs more business decisions, companies are increasingly investing in the analytics and reporting technology that allows marketers to better understand their ROI. To truly unlock the value of those tools, marketers must know how to make sense of the data. While the volume of digital data created grows […]

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