attribution model

mission-impossible

Your Job Is Impossible

Jul 17, 2014 - The job of a digital analyst is incredibly difficult - and a paper from Google and Microsoft drives that point home, with a focus on the near impossibility of measuring return on investment. Comments

Is Everything We’ve Ever Learned About Attribution Really Wrong?

attribution Jul 10, 2014 - While there are certainly inherent problems with the typical attribution models in use today, it is possible to overcome them by asking three important questions. Comments

Google and AOL Buy Marketing Attribution Start-Ups

attributioncompany May 8, 2014 - Google scoops up Adometry, while AOL will pay $101 million for marketing optimization platform Convertro. Comments

Upgrade Your Analytics Insights With Fractional Attribution

multi-channel-attribution Apr 22, 2014 - The insights that can be gleaned from effective attribution analysis can be very powerful for marketers - so why aren't we all doing it? Comments

Do You Actually Have an "Attribution" Problem Worth Solving?

attribution Apr 17, 2014 - Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution problem is that you're trying to solve. Comments

Content Marketing Deserves Display Ad Treatment from Automated Multi-Touch Attribution Systems

multi-touch-attribution-study Dec 20, 2013 - There are still some obstacles to better attribution models, but content marketers will need to demand more from their marketing automation vendors in 2014. Comments

Technology, Integration & Disparate Data Top Marketing Challenges [Study]

mobilemarketing Nov 27, 2013 - More and more brands grasp the importance of integrated digital marketing strategies today,yet struggle with complicated technology, decentralized data and expenses, according to a survey by IgnitionOne. Comments

Core Flaws in Attribution Modeling

numbers Oct 17, 2013 - At its core, attribution modeling tries to answer some very complex questions quickly and easily. If you are subscribed to the attribution model, make sure you are aware of its shortcomings and consider investigating other ways to prove your value. Comments

Key Elements of a Realistic Attribution Model

multi-touch-attribution-study Oct 8, 2013 - Use these key elements of attribution models to ensure your email marketing, social, advertising and other initiatives are valued correctly. Comments

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

viewthroughgoogle Oct 1, 2013 - Here are the issues around view-through conversions and three ways to determine if it's a valid metric for your brand. Comments

3 Measurement Resolutions to Embrace in 2013

googleanalytics Jan 22, 2013 - To start 2013 on the right foot, here are three things I recommend you do today. Comments

Future Trends for Web Analytics in China

analytics Jan 13, 2012 - In China and worldwide, "social media analytics" receive a ridiculous amount of attention, while people are not even able to deal with their "traditional" online channels. So which is more important? Comments

How Attribution Models in Web Analytics Can Help Marketers

analytics Nov 25, 2011 - "Attribution model" is originally a concept in social psychology, referring to how individuals explain causes of behavior and events. That's exactly what we are dying to know from our web analytics practice, isn't it? Comments

How to Distinguish Between 'Average' and 'Good' Digital Talent

digitaltalentasia Aug 12, 2011 - Here are three ways to tell if a digital exec is doing a good job or just doing a job. Comments

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Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

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