Ideas, opinions, and news on attribution

February 24, 2017

5 years ago it was predicted that by 2017 CMO’s will spend more on IT than their counterpart CIOs. The analyst mentions it’s a bit over the top but backs it up with statistics. As we enter 2017, it’s clear that the analyst was right on the mark.


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by Alison Latimer Lohse, COO, Co-Founder @AliLeeLat

January 04, 2017

Digital marketers have always been under scrutiny for media efficiency. Marketers’ measurement approach is anywhere on the spectrum from last click to advanced predictive algorithmic measurement. Given the indisputably wrong metrics last click produces, many marketers have graduated to algorithmic measurement.

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by Alison Latimer Lohse, COO, Co-Founder @AliLeeLat

December 02, 2016

Alison Lohse, Co-founder and COO at Conversion Logic outlines how attribution is a data-modeling exercise and validation takes marketers a step closer to better measurement

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by Alison Latimer Lohse, COO, Co-Founder @AliLeeLat

November 29, 2016

This was originally published in MarTech Advisor Q4 is here and holiday spending is expected to increase 10% compared to 2015. With aggressive KPIs and revenue goals, marketers scramble to make the most of holiday consumer behavior. With Halloween behind us, holiday season marketing is in full swing. Even as marketers try to push limits… Read More »

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by Alison Latimer Lohse, COO, Co-Founder @AliLeeLat

MarTech Advisor Guest Contribution
November 15, 2016

Your media team negotiated a great deal for prime time spots in major channels. But you are not a direct response marketer with a “1800 number, order now” call to action, nor can you just include it in your branding efforts with less stringent ROI expectations. It would be great to have numbers to share with the SEM team to demonstrate that TV is also responsible for the spike in search. Those numbers don’t exist within your BI tool, website analytics tool, marketing automation/analytics tool or within silo-ed channel performance tools. The question your left with is how do I create accountability for my TV spend, understand channel lift and TV’s short and longer term impact on my business?

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by Alison Latimer Lohse, COO, Co-Founder @AliLeeLat

Outside of walled gardens
October 18, 2016

Elsewhere in marketing, the user is front and centre. User experience, customer engagement, outside-in marketing – all are buzzwords that remind us that we’re selling to real people, not robots. Yet, an equal and opposite force is also at work. Alongside discussions of UX and CX, marketers drive towards increased automation, programmatic strategies, and measurement derived from mind-bendingly complex algorithms. Attribution typically operates in this latter paradigm.

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by Grant Kushida, Head of Engineering

What does UMIA - Unified Marketing Impact Analytics mean today?
October 12, 2016

This was originally published in MarTech Advisor. As if marketers don’t already juggle enough acronyms, Forrester Research recently added a new one to the mix: UMIA, or unified marketing impact analytics. Introduced in an October 2015 research report, UMIA essentially merges two of today’s most relied upon performance measurement models, attribution and marketing mix modeling… Read More »

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by Alison Lohse, COO, Co-Founder @AliLeeLat

September 15, 2016

This article was originally published in Martech Advisor In the last five years, marketing attribution has risen quickly to prominence in the MarTech landscape. This is not surprising. Marketers now create and consume more data than ever. We advertise across myriad channels, with countless vendors, and round after round of creative. We target consumers with… Read More »

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by Alison Lohse, COO, Co-Founder @AliLeeLat

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