Ideas, Opinions and News on Attribution

September 13, 2017

We’re thrilled to share that Conversion Logic was recently named a “Breakout Vendor” by Forrester Research in the marketing measurement and optimization solutions category! Forrester defines a “breakout vendor” in our particular industry as “companies that should be on B2C marketers’ radar as they further develop their marketing measurement and optimization strategy.” MarTech in general,… Read More »

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by Brian Baumgart, CEO, Co-Founder @brian_baumgart

June 29, 2017

We are flooded with data. Each of the many tools in our martech, adtech, and overall technology stacks gives us a myriad of information to work with – and the number of tools that we use continues to grow. This is a blessing and a curse. We now have the data we need to understand precisely how our efforts perform. But without some parameters around that data, it’s hard to find the signal through the noise.

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

March 21, 2017

At last count – and this was almost a year ago – there were 3,874 marketing technology solutions on the market. I explored some of these in my last post, but it’s obviously impossible to sum up almost 4,000 tech offerings in one article. The breadth and scale of the relatively nascent MarTech industry is impressive, by equal turns inspiring and bewildering. What it’s not, at least to CMOs and other marketing leaders, is surprising. You know how much MarTech is out there, because there’s a good chance that you’ve been part of its explosion.

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

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

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