Attribution

Multichannel Attribution: Counting the Goals and Assists

Multichannel Attribution: Counting the Goals and Assists

By

TD Bank Group's senior manager of customer segmentation says marketers need to go beyond last touch if they hope to score.

Targeting, Taps and Total Sales

Targeting, Taps and Total Sales

This webinar is a must for brand managers, media planners and strategists responsible for mobile advertising budgets. In just 60 minutes, you'll know how to ensure your media dollars are invested wisely.

2014 Essential Guide to Omnichannel Marketing

2014 Essential Guide to Omnichannel Marketing

The 2014 Essential Guide to Omnichannel Marketing—everything you need to know about Omnichannel, all in one spot. Read on for insight.

3 Actions That Enable Cross-Channel Attribution

3 Actions That Enable Cross-Channel Attribution

Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.

Four Strategies for Lead Generation

Four Strategies for Lead Generation

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Marketers from Publishers Clearing House and Dormeo discuss the importance of a call-to-action, rethinking cost per lead, and why multichannel is a must.

Four Strategies for Lead Generation

Four Strategies for Lead Generation

By

Marketers from Publishers Clearing House and Dormeo discuss the importance of a call-to-action, rethinking cost per lead, and why multichannel is a must.

Video: Tag Management = ROI

Video: Tag Management = ROI

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Jon Baron, CEO and cofounder of Tagman, sat down with Direct Marketing News to talk tips for making your digital spend count.

Defendable Multichannel Sales Attribution

Defendable Multichannel Sales Attribution

Sales attribution is imperative for a company and its growth.

Response Attribution: A New Lens for Measuring Success

Response Attribution: A New Lens for Measuring Success

As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.

Q&A: Sherrill Mane, SVP of research, analytics, and measurement, IAB

Q&A: Sherrill Mane, SVP of research, analytics, and measurement, IAB

The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.

Marketing in the Dark

Marketing in the Dark

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Ah, if marketers had a crystal ball, the light they could shed on customers' actions.

It's Time to Modernize Direct Mail Measurement for a Digital World

It's Time to Modernize Direct Mail Measurement for a Digital World

While direct mail's resilience during the digital marketing era is worthy of attention, it remains a blind spot for many marketers looking to understand the impact of all marketing efforts.

Off the Beaten Path to Purchase

Off the Beaten Path to Purchase

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The simple path to purchase started to go the way of the Dodo at around the time smartphones saturation broke the thermometer needle.

Infographic: Measures of Marketing Performance

Infographic: Measures of Marketing Performance

By

Measuring marketing performance is a must now more than ever before.

The Changing Digital Marketing Landscape

The Changing Digital Marketing Landscape

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As the digital marketplace grows exponentially, so do the marketing and technologies to encourage its continued development.

Measuring the Wow

Measuring the Wow

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Creativity in the age of marketing accountability.

Making Love to Big Data With Attribution

Making Love to Big Data With Attribution

In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.

What Influences Customers Most?

What Influences Customers Most?

Now more than ever, marketers must undertake efforts to gain a comprehensive understanding of the various influences on customers' buying behavior.

Embrace the Change

Embrace the Change

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I'm sure you've noticed: We're caught in a whirlwind of change. Capricious customer demands, new technologies, and added responsibilities swirl around us.

Indochino Suits Up Its Digital Channels

Indochino Suits Up Its Digital Channels

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The online made-to-measure suit retailer tracks its customers' path-to-purchase to optimize its digital strategies.

Make Marketing Attribution Work: Four Steps to Successful Implementation

Make Marketing Attribution Work: Four Steps to Successful Implementation

From day-to-day media buying to big picture planning, attribution provides marketers with the analysis and recommendations they need to continuously improve marketing results and ROI.

Are We Asking Search to Do Too Much?

Are We Asking Search to Do Too Much?

Search creates an illusion that it is more effective than it is in reality.

The Click That Counts

The Click That Counts

Marketers are getting sharper at attributing which online ad impressions lead to conversions.

Fully utilize attribution in search marketing

Fully utilize attribution in search marketing

Getting search marketers to switch from last-click has been difficult because it's considered easier to manage, measure and explain.

Calculating the attribution value of emotion

Calculating the attribution value of emotion

While we build the future of digital media mix modeling via attribution, we should include variables for weighting levels of connection and emotional influence.

Calculating the attribution value of emotion

Calculating the attribution value of emotion

While we build the future of digital media mix modeling via attribution, we should include variables for weighting levels of connection and emotional influence.

Is the click-through rate a dead metric?

Is the click-through rate a dead metric?

Manu Mathew
, cofounder and CEO of Visual IQ,
 and James Burrows, EVP of global sales at e-Miles, discuss whether the click-through rate is a dead metric.

Drive e-commerce with tailored email tactics

Drive e-commerce with tailored email tactics

Despite big headlines around social media and mobile, email marketing is still the most effective way for e-commerce companies to drive sales online. It is often the central component within digital plans as e-commerce marketers rely on the medium for building relationships and earning revenue

Attribution adoption starts now

Attribution adoption starts now

It's been a few years since "engagement mapping" aka "attribution" emerged as the next big thing in online advertising. The concept of looking across digital channels and beyond the last click made sense to everyone.

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