Disparate tech platforms and data sources are the greatest barriers to using attribution more effectively, say 41% of marketers in the Asia Pacific region
This comes from our new report State of Marketing Attribution in Asia Pacific which is based on a survey of more than 400 APAC respondents.
Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.
Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI.
One of the common refrains about digital marketing is that everything is measurable.
However new research by Econsultancy and Datalicious shows that 60% of marketers in Asia-Pacific do not carry out any sort of attribution modelling.
Marketers continue to be ambitious with creative digital campaigns and cross-device usability as new technologies emerge, but many still don’t truly understand which channels are actually working.
Attribution may not be the most exciting subject, but measuring the success of your marketing channels should play an integral role in your marketing strategy.
Don’t take my word for it – top brands successfully riding the omnichannel wave are proving that it works.
91% of marketers understand the value of attribution, yet many of the conversations I have suggest that most of them are struggling to justify spend on attribution technology internally.
Marketers are investing more in social media yet many are struggling to effectively measure the business value of their activity.
The volume and real-time nature of social media metrics, as well as the multitude of analytics tools available, is overwhelming and can make social media simultaneously the most measurable channel and the one that is most difficult to measure.
Understanding the customer journey is becoming increasingly complex as the number of digital and offline touchpoints proliferate.
However it’s important to try and create an accurate map of how customers are interacting with a brand in order to optimise marketing channels and campaigns.
But to what extent are brands able to properly understand the customer journey?
“Baseball is like church. Many attend but few understand” as baseball great Leo Durocher famously said.
While spring training gets underway, let’s explore how three little-understood strategies of baseball have major league applications in winning at business.
The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.
When trying to improve your digital marketing skills it’s advisable to learn from the best in the business.
In social media that means taking a lesson from KLM, an airline that can achieves €25m in social sales each year.
At Econsultancy’s Festival of Marketing today KLM’s social media manager Karlijn Vogel-Meijer gave an insight into the company’s strategy, which is built around a laser focus on the customer experience.
The talk kicked off with a reminder of a very important rule for social marketers: you’re a guest at someone else’s party.
It’s pleasing to have so many upper case letters in a headline.
I sent some questions to Jared Field, PPC specialist at high street fashion retailer, REISS.
It’s an interesting time for the retailer, with increased numbers of stores and successful expansion into the USA.
Here’s what Jared had to say about life on the PPC shop floor.