Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution.
Attribution is receiving renewed attention, as mobile-first attitudes are becoming increasingly more common.
Although technological advances have simplified evaluating metrics and quantifying data from campaigns, it's still a complicated process. How should marketers approach these challenges?
Advertisers are allocating more spend to retargeting than ever before, and those who aren't are missing out on aiding customers in all stages of their journeys. But there are right and wrong ways to retarget.
It's important to know the value of all your marketing touchpoints because the data loss is far greater than you could imagine.
The explosion of mobile has made tracking and targeting consumers across devices increasingly challenging for marketers.
Using data to measure offline behavior is essential to closing the huge gap between display media and sales.
Gone are the days when marketers could look at display as an “add on” for traditional ad campaigns. Data-driven display works, but if you're not making the most of your consumer data, you could be missing out.
Interpreting the granular signals of smart data, will be a crucial way for marketers to outperform their peers, says Lenovo's Sivadasan, who keynoted at ClickZ Live Chicago.
Of all the ways clicks are generated while navigating website touchpoints, which attribution model is most effective at successfully inciting substantial conversions?