Attribution Modeling

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• The Biggest Barriers to Successful Marketing AttributionAyaz Nanji
  Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2.
  Attribution Modeling, Marketing Analytics, Marketing Strategy, Research Summaries
• Attribution 101: Three Ways to Measure Marketing Attribution, and the Pros and Cons of Each
  How can you accurately measure Marketing's contribution to the final sale? Learn about 3 attribution models and their pros and cons to find the best one for your business.
  Attribution Modeling, Measurement, Metrics, Multichannel Marketing, Sales
• Spring Cleaning for Digital Marketers: Four Things You Should Do Now [Infographic]Laura Forer
  It's easy to get in a rut with your digital marketing program, so use spring cleaning as an excuse to re-evaluate your efforts and make sure you're doing all you ...
  Attribution Modeling, Big Data, Data, Marketing Strategy, Mobile Marketing, Social Media
• Improve Your Multichannel Marketing Attribution With Machine-Learning
  Businesses spend billions of dollars each year on advertising—but are they spending it well? Marketers need a better way to determine which advertising activities are the true drivers of sales ...
  AI, Attribution Modeling, Marketing Smarter, Marketing Strategy, Technology
• The State of Marketing Attribution and Measurement: Do You Measure Up? [Infographic]Laura Forer
  If a marketing campaign brings in new leads, but no one is measuring attribution, do the marketers get credit? Very possibly not, or the credit may be misplaced. Check out ...
  Attribution Modeling, Marketing Smarter, Measurement, Metrics, ROI
• Rise of the PPC Machines: The Search Marketer's Role in the Age of AdWords AutomatonsZack Bedingfield
  Are machines going to take over your job? Not quite yet, but search engine marketers need to stay on top of trends in PPC and AdWords automation if they want ...
  Advertising, Attribution Modeling, B2B Marketing, Google, PPC Campaigns, Search Engine Marketing, SEO
• Rocket Fuel for Your Marketing Career: Getting Attribution RightMark Sullivan
  As marketers, we're all artists, and our currency is persuasion. But to become among the most sought-after, elite marketers in the world, we must know what actually persuades. And for ...
  Attribution Modeling, B2B Marketing, Career Management, Lead Generation, Lead Scoring, Multichannel Marketing
• Measuring Marketing ROI: Are You Doing It Right?Daisy Chen
  Today's consumers connect with brands through more channels and devices than ever before. And though many companies have some process in place to measure marketing ROI, few are doing it ...
  Attribution Modeling, Lead Generation, Measurement, Metrics, ROI, Sales, Web Analytics
• Three Top Challenges of Influencer Marketing, and Its Past, Present, and Future [Infographic]Aaron Orendorff
  Today, few terms generate as much buzz as "influencer marketing." But is the result more heat than light? Here's a look at three top challenges of influencer marketing, along with ...
  Attribution Modeling, B2B Marketing, Influencer Marketing, Marketing Strategy, Metrics
• How Email Marketers Can Manage Their Database for Sales Funnel Tracking
  An effective B2B email marketing strategy has much less to do with email, per se, than you might think. The best programs nurture and engage leads while also working to ...
  Attribution Modeling, Email, Email Lists, Email Marketing, Lead Generation, Lead Scoring, ROI, Sales
• Six Easy Steps to Kick-Start Marketing Attribution on Your Marketing Team
  Marketing attribution is becoming a business imperative, but focusing on measurement is a new competency for many marketing teams. So how do you prepare? What initiatives do you need to ...
  Attribution Modeling, Lead Generation, Lead Nurturing, Measurement, Metrics, ROI, Sales
• 10 Performance Marketing Stats Marketers Should Know: Europe [Infographic]Laura Forer
  See what's happening in performance marketing in Europe—and whether you're up to speed with trends there.
  Advertising, Attribution Modeling, Email Marketing, Marketing Budgets, Mobile Marketing, SEO
• Supercharge Your Display Ad ROI With Call Attribution [Infographic]Laura Forer
  Spend on display ads is exploding, but their perceived ROI remains low. One reason: attributing phone calls to display ads is challenging. Check out five steps marketers can take to ...
  Ad Copy, Advertising, Attribution Modeling, Integrated Marketing, Measurement, Metrics
• Five Common Pitfalls and Best-Practices of Measuring Marketing and Advertising PerformanceManu Mathew
  To improve performance, optimize spend, and enhance customer experience, marketers must inject data and analytics into every phase of their marketing. Here's how you can avoid five common pitfalls of ...
  Advertising, Attribution Modeling, Data, Marketing Analytics, Marketing Strategy, Measurement, Metrics
• Four Steps for Successfully Implementing Marketing AttributionOpher Kahane
  Marketers are using more digital channels than ever, and they are under pressure to prove the ROI of those efforts. Many look to attribution solutions to understand how channels are ...
  Attribution Modeling, Customer Acquisition, Digital Marketing, Marketing Strategy, Measurement, Metrics, Multichannel Marketing, Sales
• Five Ways Marketing Analytics Is Broken (and How to Fix It)Matt Hertig
  Tired of spinning your wheels trying to see whether your marketing is working? The time and effort marketers spend on building reporting instead of analyzing results is a persistent issue. ...
  Attribution Modeling, Data, Digital Marketing, Marketing Automation, Measurement, Metrics, Web Analytics
• Marketing Mix Modeling vs. Attribution: Which One Is Right for Your Business?Trevor Testwuide
  MMM and attribution measure the value and performance of your marketing activities. Both are sophisticated models for measuring cross-channel marketing activities, but they work in different ways, for different reasons.
  Advertising, Attribution Modeling, Campaign Management, Data, Marketing Strategy, Measurement, Metrics, Multichannel Marketing, Sales
• What Marketing Attribution Looks Like in a Cross-Channel WorldPaul Mandeville
  Increasingly complex digital paths, intentions, channels, and devices fragment our view of the customer. Here's what we need to do to create a unified view.
  Attribution Modeling, Customer Behavior, Customer Insight, Marketing Strategy
• How CMOs Can Prove Their ROI in the C-SuiteBob Murphy
  Even after a CMO is accepted into the C-suite, a lot of confusion remains about what he or she should be delivering. The answer starts and ends with demonstrating a ...
  Attribution Modeling, Career Management, Chief Marketing Officer, Marketing Strategy, Measurement, Metrics, ROI
• Five Options for Attribution Modeling With Analytics EnginesKurt Anagnostopoulos
  Many different options for attribution modeling exist, but the following five command the most attention or offer the most promise.
  Attribution Modeling, Customer Behavior, Data, Metrics, Sales, Web Analytics