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Author Archive
ROI Magazine: Social Media Marketing- Getting in the Game by Joy Brazelle
Posted July 21st, 2010 under All Blogs, Social Media, Uncategorized with 2 Comments
Epic social media successes Facebook and Twitter have many marketers scrambling to figure out how, or if, they should include these trendy sites in their marketing mix.
The hard fact is, social media, like any other marketing program — email, pay per click, affiliates, etc. — is less about luck and instant success, and much more about common sense, ...
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Understanding Attribution Part III: A Visual Blog by Joy Brazelle
Posted May 27th, 2010 under All Blogs, Analytics, Attribution Management, News, Uncategorized, Word of Mouth with No Comments
In previous posts, I’ve tried to explain the reasons behind the frustrating fact that some report data just won’t ever match. This week’s topic is a no-brainer. To best describe why reports created by pulling data from different data sources won’t match other reports, let’s see it visually.
So, why is this a problem? Say you haven’t configured your web analytics to track your PPC, or maybe an agency ...
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Understanding Attribution: All Reports Are Not Created Equally by Joy Brazelle
Posted May 13th, 2010 under All Blogs, Analytics, Attribution Management, News, Press Releases, What's New? with No Comments
Attribution is a new concept to many marketers. And a natural reaction to seeing new information, especially information (or data) that is different, is to question the accuracy of the reports (data). The way that seems most logical to confirm that the new numbers are correct is to compare one report to another. In my last post I introduced this series of blogs hoping to alleviate frustration that many marketers ...
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Understanding Attribution: 5 Reasons Why the Numbers Won’t Match by Joy Brazelle
Posted May 3rd, 2010 under All Blogs, Analytics, Attribution Management, News, Optimization, Press Releases, Uncategorized, What's New? with No Comments
Almost daily I field questions from marketers who are trying to compare two different reports. They are confused because the numbers don’t match.
There are many, many, many reasons why, when comparing two reports, even from the same system, the numbers will not match.
The reasons are (and each week, I will cover one reason in detail):
1. Attribution Reporting
Attribution reports’ calculations update daily and divide credit (orders, revenue and profit) over ...
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Understanding Attribution by Joy Brazelle
Posted March 31st, 2010 under All Blogs, Attribution Management, News, PPC, Uncategorized, What's New? with No Comments
Understanding Attribution
Conceptually, attribution is easy to understand. Metrics are calculated based on allocation rules. At its simplest, attribution is based on even allocation.
But taking a look ‘under the hood’ shows that even this basic attribution model can be quite complicated. To do this, let’s isolate one order:
One product sold to Google Affiliate Network:
Two clicks in the path:
Exclusions ...
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The Attribution Opportunity – Widening the Top of the Funnel by Joy Brazelle
Posted January 15th, 2010 under All Blogs, Analytics, Attribution Management, News with No Comments
By Joy Brazelle, Director, Product Marketing and Professional Services
Background
Back in the good old days of marketing, marketers made decisions solely based on their gut feelings. They'd create their marketing and media plans, and then print out a huge spreadsheet filled with marketing launches, ad buys, and creatives for the year. The agency and the client would gather around the conference room table and debate one approach versus another until they ...
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Measuring Social Media – But Why? by Joy Brazelle
Posted December 11th, 2009 under Analytics, Lead Generation, News, Social Media, Uncategorized, What's New? with No Comments
Almost every day I read articles about the difficulty of measuring the impact of social media on a brand. There are big debates not only about how to measure, but also about what to measure. But perhaps it is worth taking a step back to ask, "Why should you measure social media?" I’ll bet the answer for many marketers is... Continue Reading
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10 Tips for Making Your Marketing More Successful in 2010 by Joy Brazelle
Posted December 10th, 2009 under All Blogs, Analytics, Attribution Management, Lead Generation, News, Optimization, PPC, Uncategorized, What's New? with One Comment
Get a Game Plan: 10 Tips for Making Your Marketing More Successful in 2010
It seems like just a few months ago we were getting ready for the 2008 holidays, which makes it even harder to imagine that the year 2009 is quickly coming to an end. If you're like many marketers, you're wrapping up 2009 and already planning ahead for 2010. As you're closing out your 2009 files and looking ...
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