Econsultancy’s State of Marketing Attribution report, published in association with AdRoll, looks into the current adoption levels of marketing attribution.
It also investigates what skills are required for success, the effectiveness of various attribution methods, as well as the barriers marketers face today.
1. Foreword by AdRoll When surveying the levers that marketers can pull to improve their businesses, there is one lever that keeps squeaking and getting stuck year after year. Unfortunately, that lever is crucial to improving everything else in the marketing machine. We’re speaking, of course, about attribution. In the age of data, where we’re […]
On Wednesday, the world’s largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.
Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.
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.