Last month, we released a comprehensive report along with IDG Connect analyzing how marketers are measuring performance. The report contains results from a survey we conducted of 250 marketing professionals, offering a real-world glimpse into what’s working and what’s not.
We also hosted a webinar with IDG Connect’s Bob Johnson to get additional insight and color into our findings. You can listen to the complete recording here, but here are some of the highlights.[...]
TV remains notoriously hard for advertisers to accurately attribute value to online conversions, mobile downloads and other digital actions. It has been predominantly considered an upper funnel or brand awareness channel. Unlike digital channels, often there is no traceable journey to conversion. That means that one of the most expensive channels is also the toughest to measure and quantify ROI.[...]
Numbers don’t lie, but they don’t tell the whole truth. This reality is all too familiar to marketers, who pull seemingly endless reports from multiple sources, only to have the data say different–and sometimes conflicting–things.[...]
Our recent survey with IDG Connect revealed a wealth of information on how today’s marketers are measuring their cross-channel campaigns. You can read the full research brief here for a deep dive into the survey. Also you can check out the infographic below for a snapshot of the state of marketing analytics and attribution today.[...]
We all know that measuring marketing and advertising efforts isn’t easy. It never has been – insert overused John Wanamaker quote here. But the recent proliferation of channels and devices has made marketing measurement exponentially more complex than ever before. Technology helps, and has tried to keep up, but having so many ways to measure so many components can also feel daunting at best, downright overwhelming at worst.[...]
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When marketing attribution hit the mainstream five years ago, it seemed like an answer to marketers’ prayers. Finally: a data-driven way to go beyond last-click models and truly give credit where credit is due across the cross-channel landscape. Attribution complements MMM (marketing mix modeling) with the power of big data and real-time analysis, providing insight into each touch of the conversion funnel in seconds instead of weeks. For direct response marketers, this is a slam dunk: in the post-800 number days, understanding purchase path to conversion is critical.[...]