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Author Archive
Attribution Technology: What’s Best For Your Needs? by Adam Goldberg
Posted April 14th, 2010 under Analytics, Attribution Management, News, What's New? with No Comments
A few months ago, I wrote an article titled Attribution: What It Is And Why It’s Important where I discussed two types of attribution: operational and project based attribution.
For this post, I want to go one step further and explain how you can use several different types of technologies for operational and project-based attribution. The tables below should help you select the most appropriate ...
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Search Engine Land: Is Celebrity Tweetvertising Worth Paying For? by Adam Goldberg
Posted February 1st, 2010 under Analytics, Lead Generation, News, Social Media, Uncategorized, What's New?, Word of Mouth with No Comments
Last January, I wrote about finding The Value of a Facebook Fan, which effectively took the number of fans a brand has on Facebook, multiplied that by the average number of friends a Facebook user has to determine the number of impressions each brand would receive from each users network, and then applied an avera
ge CPM for display media to ...
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Search Engine Land: One Small Step For Marketers, One Giant Leap In Profit by Adam Goldberg
Posted January 20th, 2010 under Analytics, Attribution Management, News with No Comments
Why does accuracy matter when measuring marketing effectiveness? Accuracy matters because in today’s world, marketing decisions are made on data. The best creative is not the one that makes us laugh the hardest, and it’s not the one that we remember for the longest period of time. No, it’s the one that produces the most profit. The more accurately we can measure our marketing effectiveness, the better decisions we make, ...
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Search Engine Land: Attribution- What It Is And Why It’s Important by Adam Goldberg
Posted January 5th, 2010 under Analytics, Attribution Management, News with No Comments
Forrester Research, Inc. recently released their Interactive Attribution Q4: 2009 report, a 44-criteria evaluation of interactive attribution vendors.
Reading the report will give you an understanding of how Forrester sees each vendor in the space and what each vendor’s strengths and weaknesses are. One key point in the analysis is there is not one specific way to do attribution—each vendor approaches attribution in a ...
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Attribution Management Buyers Guide Part 8,9,10 – Basic Attribution Models, Mathematical Attribution & Data Warehousing by Adam Goldberg
Posted November 23rd, 2009 under All Blogs, Analytics, Attribution Management, Videos, Webinar with No Comments
Given the critical nature of attribution management to advertising analytics, we have created the Attribution Management Buyer's Guide for marketers to use when selecting an advertising analytics and optimization platform. The Guide is intended to highlight key attribution management features and functionality that should be available in any advertising analytics solution you select.
This is the eighth blog in a 10-part blog series for the Attribution Management Buyers Guide. This eighth ...
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Attribution Management Buyers Guide Part 6 & 7 – Purchase Path Stages and Time by Adam Goldberg
Posted October 30th, 2009 under All Blogs, Attribution Management, Videos, Webinar, What's New? with No Comments
Given the critical nature of attribution management to advertising analytics, we have created the Attribution Management Buyer's Guide for marketers to use when selecting an advertising analytics and optimization platform. The Guide is intended to highlight key attribution management features and functionality that should be available in any advertising analytics solution you select.
This is the sixth blog in a 10-part blog series for the Attribution Management Buyers Guide. This sixth ...
Continue reading Attribution Management Buyers Guide Part 6 & 7 – Purchase Path Stages and Time »
Attribution Management Buyers Guide Part 4 & 5 – Display Advertising and Exclusions by Adam Goldberg
Posted October 2nd, 2009 under All Blogs, Analytics, Attribution Management, News, Videos with No Comments
Given the critical nature of attribution management to advertising analytics, we have created the Attribution Management Buyer's Guide for marketers to use when selecting an advertising analytics and optimization platform. The Guide is intended to highlight key attribution management features and functionality that should be available in any advertising analytics solution you select.
This is the fourth blog in a 10-part blog series for the Attribution Management Buyers Guide. This fourth ...
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Attribution Management Buyers Guide: Part 2 and 3 by Adam Goldberg
Posted October 1st, 2009 under All Blogs, Analytics, Attribution Management, News, Videos, Webinar, What's New? with No Comments
Attribution Management Buyers Guide Blog Part 2: Products
Given the critical nature of attribution management to advertising analytics, we have created the Attribution Management Buyer's Guide for marketers to use when selecting an advertising analytics and optimization platform. The Guide is intended to highlight key attribution management features and functionality that should be available in any advertising analytics solution you select.
This is the second blog in a 10-part blog series for ...
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Shop.org Group Working Towards Establishing Standards for Attribution by Adam Goldberg
Posted September 30th, 2009 under All Blogs, Analytics, Attribution Management, News, Press Releases with No Comments
On August 5th 2009, the first meeting of the Shop.org Attribution Special Interest Group (SIG) kicked-off. The originator of the group is Anne Ashbey, who currently is an independent consultant and previously worked for Harry & David. Anne wanted to bring together people who work for eTailers, technology providers, advertising agencies, as well as online marketing insiders to establish "benchmarks" for companies to follow when doing attribution management. She was ...
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Giving Credit To Keywords Where Credit Is Due Follow-Up by Adam Goldberg
Posted September 9th, 2009 under Attribution Management with No Comments
In an earlier post on Search Engine Land called Giving Credit to Keywords Where Credit is due, I mentioned we’d be following up on this topic with some future analysis. The analysis we’ve done is in the form of a case study, below.
Most companies have difficulty justifying the purchase of general top-of-the-funnel keywords such as “slippers” because typically, these types of terms don’t seem to convert... continue ...
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Attribution Management Buyers Guide: Part 1 – Attribution Variables by Adam Goldberg
Posted August 28th, 2009 under All Blogs, Analytics, Attribution Management, News, What's New? with No Comments
Attribution Management is the process of tracking, assembling and properly valuing the entire team of online ads and marketing initiatives that lead to a sale or conversion. Attribution Management is a foundational component of any robust advertising analytics platform. Proper attribution allows marketers to accurately measure, improve and optimize the profit and ROI generated from their cross-media advertising investments.
Given the critical nature of attribution management to advertising analytics, ...
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Ads Don’t Always Sell What They Are Created To Sell by Adam Goldberg
Posted August 10th, 2009 under Attribution Management, Uncategorized with No Comments
Your ads are often not selling the products that you designed them to sell. We have found that upwards of 48.38% percent of the time people end up buying a product different than the the one featured on ad they clicked on, and upwards of 11.28% of the time they bought a similar product, but not exactly the same product as the ad they clicked on.
When conducting this analysis... ...
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