With the increasing complexity of the customer journey, traditional single-touch attribution models are no longer sufficient. In this article, I'll look at the 'must-knows' on how to achieve a data-driven attribution model and tailor it to the needs of your brand.
A recent article by Martech Advisor stated that ‘In 2017, organizations will realize that attribution is not the panacea to their measurement problems’. ... read more
The consumers’ path to purchase has grown increasingly complex, with the vast majority of touchpoints occurring over multiple sessions and multiple marketing channels. So how can you effectively attribute value to each channel?
ClickZ’s recent webinar on Mastering the Art of Data-Driven Attribution was a great reminder of the opportunities available for companies to make strides in this rapidly-evolving area of marketing.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
The increased availability of data and analytics to track the customer journey has opened up entire new worlds for marketers.
According to Matt Hoggatt, CEO of mobile audience network ReachMobi, there are rich opportunities in the realm of mobile web, if only mobile companies knew how to realize the platform’s potential. We caught up with Matt for a glimpse into the future of mobile web, and to find out what web push notifications have to offer marketers.
When measuring the effectiveness of discount codes, retailers often get it wrong. In this article, we'll look at how data-driven attribution can help businesses better understand where discount codes produce the best ROI.
Insurers went online a long time ago, but one of the major challenges has been creating an online experience that can handle the relatively complex insurance “form-filling” process.
When you’re just starting out as a business owner it’s easy to become wrapped up in the seemingly endless number of metrics ... read more
Advances in AI and predictive analytics will have ramifications beyond business’s technological capabilities. Organizations will face new challenges in terms of skills, implementation and more. How can marketers prepare for change?
With proponents in almost every industry considering its revolutionary potential, AI looks set to change marketing forever. But what can marketers do to access the benefits now?
Mobile is taking the fashion retail industry by storm. Statistics taken from a 2016 Pew Research Center report show that just over one in ten American adults are “smartphone-only” internet users. But why are shoppers taking to their smartphones in such high numbers to buy clothing? Here’s why mobile and fashion retail go together.
Few industries have proven immune to digital disruption. Even the banking industry is finding itself under siege from startups which, while nowhere near as big, powerful and rich as their entrenched competition, are finding success by revolutionizing the banking customer experience. Here are some of the ways they’re doing it.
