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Making complementary media strategies work: The recipe for cross-channel attribution

attribution. And to make cross-channel attribution successful, marketers must think about two things: 1) the technology used to make it happen; and 2) the role of business-critical elements (media, marketing and so on) and how they work together. First, let’s look at multi-touch attribution (MTA)…

Why A Baseline Is Essential To Accurate Marketing Attribution

…Without this data, it is impossible to have a baseline. Finally, your baseline must be integrated into all attribution computations. If you even once ignore it, your marketing attribution is no longer valid. Creating a baseline for your marketing is no small task, but to accurately measure your…

Google rolls out new ID requirements for US political ads - Marketing Land

Google has issued new ID requirements for US political advertisers, according to a company blog post on Thursday. The post was attributed to Kent Walker, a Google senior vice president. Google said it will now require political advertisers to provide a government-issued ID and other information to…

Set A Higher Performance Standard: Expect To Engage Your Audience

…logged conversions to consumers who engage with ads. This post-engagement attribution enables advertisers to see that: The ad was placed in viewable inventory; The user saw the ad; and Subsequent behavior is directly attributable to the corresponding campaign. Engagement is also a proven indicator…

PlaceIQ & Acxiom Use Location Data To Measure Offline Impact Of Addressable TV

…Foursquare just announced a new offline attribution product for marketers, which was used to show which Super Bowl ads were effective at driving offline consumer behavior. Others doing various flavors of location-based audience targeting and/or offline attribution include (but are not limited to):…

Data: Cross-device campaigns 60 percent better than PC-only for offline conversions

…measurement. Staas told me that among brands, offline attribution is starting to become more important. He said he didn’t think it would entirely replace proxy metrics such as impressions, clicks or engagement. However, offline attribution provides insight into which of those metrics is…

How To Make Attribution Data Actionable

…new fancy daily attribution work to drive results, revenue and conversions to your business. Always Be Granular First, always remember that you must optimize at the most granular level you have available in your attribution software or model. Let’s say that your attribution model has an organization…

Content Attribution: Identifying content that converts

…your business goals? Join our digital marketing and data science experts from Cardinal Path and Intel as they demonstrate how to use content attribution – both practically and strategically – as a lever to directly impact revenue growth. Attend this webinar and learn: setting baseline content KPIs…

Getting Attribution-Ready For The New Year

…for attribution. If you have clean names on each of your placements, campaigns and strategies, the rules for your attribution system are going to be cleaner, and your data will be more meaningful to review. If names accurately represent every level in your marketing plan, setting up attribution gets…