Ideas, Opinions and News on Attribution

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

Best Attribution Software
August 24, 2016

Conversion Logic’s XC LogicTM platform was selected the Best Marketing Analytics/Attribution Platform category for Digiday’s 2016 Signal Awards, largely due to the innovative work noted in Direct Marketer case study as follows.

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by Alison Lohse, COO, Co-Founder @AliLeeLat

Conversion Logic modelers are discussing
July 20, 2016

There is significant debate in the data science community around the most important ingredients for attaining accurate results from predictive models. Some claim that it’s all about the quality and/or quantity of data, that you need a certain size data set (typically large) of a particular quality (typically very good) in order to get meaningful outputs. Others focus more on the models themselves, debating the merits of different single models – deep learning, gradient boosting machine, Gaussian process, etc. – versus a combined approach like the Ensemble Method.

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by Jeong-Yoon Lee, Ph.D @jeongyoonlee

July 13, 2016

Marketing attribution is a powerful tool for evaluating ad tech vendors. Attribution helps you compare which vendors contributed to a conversion, and in what way: how many touchpoints did it take for a user to convert? How many impressions were garnered over how long a time period? How many net conversions did each vendor generate?

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by Tracy Kemmer, Director of Client Services

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