In a rapidly changing environment where the impending death of third-party cookies, and other changes like iOS14.5, are impacting the way that marketing activity is going to be planned and measured, the focus is on...
We’ve spent almost a decade getting to grips with marketing attribution from the good, the bad and the ugly. So, it’s safe to say we know the area pretty well. We first noticed that attribution...
Very often the focus in marketing is heavily loaded towards the front end of the process – defining campaign objectives, choosing the right channels to reach your audience and working on getting your creative messages...
As marketers face a landscape that includes the inevitable budgetary pressure that comes along with recession, the pressure for more effective marketing attribution around spend is rearing its head too. Interestingly enough, against this backdrop,...
Customer journeys are more complex than ever. So, having an attribution tool that can track these effectively is crucial to ensuring you’re spending your marketing budget in the best way. But at the heart of...
The customer journey is more complex than ever. And being able to attribute the impact of specific marketing touchpoints is crucial, as pressure from internal stakeholders to prove ROI intensifies. Unravelling the impact of specific...
In theory, assessing the true impact of your marketing, by establishing the true level of marketing incrementality associated with specific activities, should be the number one priority for all marketers. But, in practice, many marketers...
Customer journeys, both digital and offline, are becoming more complex and intertwined and so the need for marketers to be able to track prospects effectively across them only increases. But what is a customer journey?...
