Attribution

Multichannel Attribution: Counting the Goals and Assists

Multichannel Attribution: Counting the Goals and Assists

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

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.

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.

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.

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.

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.

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.

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.

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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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...