last-click attribution

experiment

Lessons Learned From OKCupid and Facebook: The 7 Hows and Whens of Experimentation

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

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

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

6 Reasons Why Search Clicks Are Undervalued

search-marketing-1 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

Attribution Exposed: What Content Marketers Need to Know

attribution 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

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

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

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IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
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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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