VIDEO: Attribution Testing Is Everything, Says SAP [#CZLBKK]
In this video interview, SAP's Crispin Sheridan shares the importance of testing for ad optimization of multichannel advertising.
In this video interview, SAP's Crispin Sheridan shares the importance of testing for ad optimization of multichannel advertising.
Effectively competing in the world of multichannel advertising for the omniscient consumer is becoming increasingly challenging for marketers today, said Crispin Sheridan, vice president of digital scale and operations at SAP, during his keynote address at ClickZ Live held in Bangkok last week. In order to overcome this, businesses need to remove all assumed standards when testing digital attribution models and remember that minimal adjustments can have great effects.
“Some of the biggest surprises are that some of the smallest changes can have a huge impact – something that is either more concise or more descriptive can have conversion rate improvements of up to 47 or 50 percent,” he said.
Sheridan discussed attribution models that are able to test content, layout, and user experience, as well as what works and what doesn’t. “The right attribution model can generate the maximum amount of business value out of a fixed budget.”
In this video interview, Sheridan shares how businesses can plan and manage effective multichannel marketing campaigns, as well as offers modeling and forecasting tips.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceAmerican Apparel's chief digital officer discussed the future of retail, the importance of delivering value to the consumer, and strategies for an IoT...
View articleGreat advertising starts when a brand delivers a service to the consumer – rather than an ad, says Forbes 30 Under 30 entrepreneur, Brian Wong. Read M...
View articleChina's younger generations are making greater use of mobile Internet services, consuming more content especially around mobile and video, creating bi...
View articleBy optimizing your website for Google, you could be sabotaging your site for Baidu in China and Yandex in Russia and Eastern Europe. Read More...
View articleEstablished retail sports giant Decathlon has given its Singaporean team free reign to implement an omnichannel strategy, and Clarence Chew is the man...
View articleRetailers understand the importance and potential of omnichannel marketing, but implementing it is the hard part. Read More...
View articleLast September, Instagram opened its advertising services to all global markets. We asked five APAC brands for their verdict on the new offering. Read...
View articleCross-screen targeting, programmatic, and the rise of India should be on the radar of every marketer in APAC, as we move into 2016. Read More...
View article