The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...
While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.
Savvy marketers realize the benefits of omnichannel marketing. They use sophisticated tactics to engage their best customers and prospects wherever they are—online, on their phones, watching video or TV, or out of home.
As consumer expectations and demands continue to evolve, marketers must keep pace. To create the best consumer experiences and the greatest returns for their business, they must pursue an audience-centric approach to marketing and advertising that puts the customer at the center of everything they...
Buying a car is a long process that requires marketers to strike a balance between consumers’ wants and needs, and the marketing and advertising touchpoints that will have the greatest influence along the way.
Multi-touch attribution eliminates biases by algorithmically allocating credit to every element of every touchpoint in the consumer journey, across marketing and advertising channels and tactics, according to its influence on driving a conversion event.
One of the frequently asked questions about the “plumbing” that enables the multi-touch attribution process to function is how individual users are tracked.
Multi-touch attribution harnesses your data like a seasoned cowboy at a rodeo so you can get the insights you need. But making the most of this tool requires a few key steps first.