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Attribution Model

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6 questions to help you evaluate an attribution modeling vendor

…especially true for marketing measurement modeling. You get transparency by asking the right questions. Here is a list of questions to ask your vendor or data scientists to get to the truth and transparency in attribution. 1. What algorithm(s) is the model using? Ideal answer: Best-of-breed…

Full path ROI: Aligning attribution models with the buyer’s journey

…First-touch and last-touch attribution models may work well for campaigns with short sales cycles, but few B2B companies have this luxury. Using simplified attribution models may cause you to pause or overfund certain programs. With a full path attribution model, you can assign values to both…


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Beyond heuristics: Algorithmic multi-channel attribution

…column, “Proper attribution modeling is one of the biggest challenges facing marketers today.” Along with difficulties caused by holes in data (such as connecting user journeys across devices), the oversimplification of traditional first- and last-click models is highlighted. These models fall into…

Could machine learning solve attribution challenges?

…is the standard attribution methodologies most marketers use today. “Many organizations have shifted from single-touch attribution to multi-touch attribution models, but that creates complex challenges without good, clean data sets. We need to start using chain-based models going forward,” he…

Solving for cross-device complexity with multi-touch attribution

…ecosystem calls for a more complex attribution strategy. Multi-touch attribution gives credit to all the marketing interactions along a customer journey that led to a conversion. The models for multi-touch attribution range from the simple — a linear model that gives equal credit to every touch…

CMOs must dig deeper on attribution

…touch’ attribution model on campaigns will most likely assign credit to a media partner that is not delivering value,” writes Technology Business Research in a pre-release draft of their new report about advanced attribution tools. Ideally, first and last click won’t be an attribution model option…


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A deep dive into online-to-in-store attribution

…with 100+ employees and more than one digital channel are using multichannel attribution models, up from 22.9 percent in 2014, according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives. Marketers are also turning to mobile and location data…

The disruption of attribution is coming

…there are three factors at play now that are suiting up to wreak havoc on current models and blends of MMM and digital attribution. Namely: data restrictions, device explosion and intelligent agents. Attribution, a brave soul The upcoming General Data Protection Regulation (GDPR) from the European…


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Kochava launches deterministic attribution for mobile web

Measurement firm Kochava is out Friday with a method of deterministic attribution for mobile web advertising. Essentially, GM Grant Cohen said in an interview, Kochava can now link its mobile web cookies with its mobile app device IDs, to definitively track a given user’s action in an ad inside a…

Nielsen buys multitouch attribution provider Visual IQ

“attribution science has focused on methods to measure incrementality using person level data assets for CPG [consumer packaged goods] advertisers in the US and China as an extension to our Marketing Mix Modeling (MMM) practice.” While MMM is a top-down and macro-based approach to attribution,

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