As influencer marketing gets more sophisticated (and expensive), the demand for reliable measurement of ROI is increasing rapidly.
Are you measuring the value of your efforts the right way?
Despite the fact that it has been a priority for years, attribution remains one of many marketers’ biggest challenges.
Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?
Calculating CPA (cost per acquisition, also referred to as CPL – cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.
2017 is here and marketers are now reviewing their priorities for the new year. This will be challenging for digital advertisers as a lot has changed since this time last year.
Earlier this year, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices.
We sought to discover just how much analytics was contributing to business performance and where in particular it was making the biggest impact.
Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.
But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?
Marketers face the challenge of a constantly changing media landscape.
According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.
The world of digital marketing is so vast that marketers find it difficult to prioritise.
There are so many channels, platforms, and ways to engage customers that it can be tough to know where they should be spending their time.
The practice of modern measurement is evolving to catch up with the mobile customer.
Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.
This is crucial information in a world where paths to conversion are so complex.
Data-driven marketing is super popular right now.
Topics that stem from it – like personalization, performance optimization and customer experience – dominate blogs and research.
To many, marketing now is all about data.
In our 2016 Quarterly Digital Intelligence Briefing, more than half (53%) of marketers surveyed said ‘data-driven marketing’ was their top priority this year.