Aug 18, 2014 - There is nothing wrong with experimenting and testing - in fact, it's extremely valuable. But remember to think about how and when you go about experimenting with your consumers. Comments
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
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
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
Feb 28, 2014 - Although many think that paid and organic search clicks have been overvalued, the truth is that much of the value of search marketing - and search clicks - isn't acknowledged at all by most marketers. Comments
Feb 14, 2014 - A previous column on why we need new and better ways to track the content we produce struck a chord with marketers, so now here's a deeper look at the good, the bad, and the ugly of marketing attribution. Comments
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
Oct 8, 2013 - Use these key elements of attribution models to ensure your email marketing, social, advertising and other initiatives are valued correctly. Comments
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
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