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 ...
Continue reading The Attribution Opportunity – Widening the Top of the Funnel »
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 ...
Continue reading 10 Tips for Making Your Marketing More Successful in 2010 »
By Amy Hooker, Maven Communications
During a fascinating and insightful hour-long webinar December 1, account managers, brand managers and search marketers from advertisers and agencies listened to Forrester Research analyst Emily Riley and ClearSaleing co-founder Adam Goldberg explain why attribution management is a discipline that should be applied to marketing spend at all budget levels.
Webinar participants learned that attribution is the practice of distributing credit for ...
Continue reading Forrester-ClearSaleing Webinar Examined the ROI Benefits of Emerging Science »
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 ...
Continue reading Attribution Management Buyers Guide Part 8,9,10 – Basic Attribution Models, Mathematical Attribution & Data Warehousing »
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 »
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 ...
Continue reading Attribution Management Buyers Guide Part 4 & 5 – Display Advertising and Exclusions »
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 ...
Continue reading Attribution Management Buyers Guide: Part 2 and 3 »
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 ...
Continue reading Shop.org Group Working Towards Establishing Standards for Attribution »
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, ...
Continue reading Attribution Management Buyers Guide: Part 1 – Attribution Variables »
With all the (well-deserved) fuss over attribution management these days, it’s probably worth spending a little time on why it’s important from a macro, problem-solving perspective.
We think CMO’s and CFO’s are trying to solve two big problems:
1. Lack of Historical Insight
This is the Yesterday Problem. With all the complexity of running multiple campaigns across several different media, advertisers are unable to accurately determine whether their overall mix of online advertising ...
Continue reading Attribution Management Helps Solve 2 problems: Yesterday and Tomorrow »
I’ve read several articles and blogs recently that talk about the trend towards quantitative marketing.
A few weeks ago, for example, New York Times reporter Stephanie Clifford noted:
The shift to data-based campaigns is forcing marketers to learn new skills and drawing a new breed of worker to Madison Avenue. While most data executives now in the field came from media backgrounds, they are recruiting Wall Street math geniuses because ...
Continue reading 4 Safe and Easy Predictions for the Future of Quantitative Marketing »
Originally published here on the Search Engine Land Website
Watch the Video Blog:
There have been numerous reports published over the years by Google, Yahoo and Microsoft that attempt to prove how the use of display advertising, when combined with search, can increase your overall campaign performance.
A recent report published by iProspect, Search Engine Marketing and Online Display Integration Study was featured in an article for MediaPost ...
Continue reading Search + Display Advertising = Reduced Cost Per Acquisition »