How to get started with data-driven attribution in Google Analytics
The data-driven attribution model is exclusive to customers of Google Analytics 360 and offers an easy way to personalize experiences to your customers.
The post How to get started with data-driven attribution in Google Analytics appeared first on Search Engine Watch.
Evolving past last-click attribution in paid search
Despite its inefficiencies, many marketers use last-click attribution by default to understand the value of their keywords. Getting to the root of the measurement problem and combining complementary data tools can help take your paid search optimization to the next level.
Cookies To Humans: Implications Of Identity Systems On Incentives!
A story where data is the hero, followed by two mind-challenging business-shifting ideas. At a previous employer customer service on the phone was a huge part of the operation. Qualitative surveys were giving the company a read that customers were unhappy with the service being provided. As bad customer service is a massive long-term cost […]
Cookies To Humans: Implications Of Identity Systems On Incentives! is a post from: Occam’s Razor by Avinash Kaushik
How to deal with attribution fraud
While ad fraud has become part of every marketer’s vocabulary, attribution fraud – the practice of gaming outdated attribution models to justify self-serving means – has mostly been ignored up until now.
Five mobile must-haves to impact the customer journey this holiday season
According to Deloitte’s annual retail holiday sales forecast, retailers should expect to see an uptick in both in-store and online sales this coming holiday.
The Future of Analytics – Ask the Experts
If we look back over the past five years, we have seen some huge changes across the digital marketing landscape and one of the areas that we have seen significant changes is in the world of analytics. From call tracking and tag management to attribution and DMPs, we have seen them all make their way into our day to days lives as marketers.
Post from Samantha Noble
Six tips on measurement from the IAB Programmatic Marketplace
Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution.
What You Can Learn From Multi Channel Funnel Reports in Google Analytics
Most marketers stick to basic web analytics reports and rarely venture to the advanced features of their web analytics platform. In this post Andy Miller shows the power of a more advanced Google Analytics feature: multi channel funnel reports.
Post from Andy Miller
Take the Suck out of Time-Sucking Tasks
Arienne Holland shares 5 great ways to save time on some of the daily and necessary tasks we all do at work. Get advice based on real life experience which you can action today.
Post from Arienne Holland on State of Digital
Take the Suck out of Time-Sucking Tasks
Live @ SMX West: Measuring The Mobile Lead
According to research from Morgan Stanley, 2014 will be the year that mobile usage surpasses desktop usage of the internet. Another recent study from InMobi found that outside the US and UK, mobile media time spent now exceeds TV. So clearly, obviously…
Why “Big Data” Won’t Win You The Battle For Online Revenue
With so much attention currently being focused on big data, advertisers are beginning to lose sight of one crucial truth: big data is worthless if it’s not the right data. So what is the right data? We all know that the digital advertising landscape has dramatically matured over the past…
Please visit Search Engine Land for the full article.
Paid Search Drives Store Revenue… But How Much?
RKG has long been interested in the question of online to offline spillover. We’ve also long been critical of the sloppy, ill-conceived tests that have misled many advertisers on this spillover in the past. We’ve recently participated with a few of our retail-chain clients on more…
Please visit Search Engine Land for the full article.
Attribution: Busting The Myths
As one of the hottest topics in marketing, attribution is often presented as a panacea for marketers’ dilemmas, allowing you to understand how different advertisements in a purchase funnel work together. The typical description first shows how conversions attributable to various channels…
Please visit Search Engine Land for the full article.