The document discusses channel attribution, which is the process of assigning credit for conversions or sales to the appropriate marketing channels. It provides examples of different attribution models and notes challenges with attribution such as data being siloed, inadequate tracking, and offline channels being ignored. The document advocates for moving beyond "last click attribution" to gain a more holistic understanding of how channels work together across the customer journey. With improved attribution, marketers can optimize spending, improve messaging, and lower customer acquisition costs.
Tips & tricks to boost your email marketing campaignsContactlab
Tips and tricks to boost your email marketing campaigns
• Make sure your emails reach your target audience by taking deliverability seriously
• Maximise contact engagement via personalised behaviour-triggered messaging
• Combine email with complementary tools such as mobile, social media and surveys
• Optimise your campaigns by conducting split tests regularly
• Analyse results thoroughly by monitoring recipient behaviour on the website
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
The Case for Conversion Attribution: Kenshoo and Figaro Digital SeminarKenshoo
Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.
DIY Paid Search (PPC), a copy of the presentation delivered by Firas Wahida, bigmouthmedia from the CIM Peterborough, Digital Marketing Boot Camp held on 25th May 2011 at Perkins Innovation Centre
Attendees will learn:
* Current and emerging technology in marketing and media vehicles
* How to use new media to your advantage
* The latest Web-based technologies that impact current marketing plans
Tips & tricks to boost your email marketing campaignsContactlab
Tips and tricks to boost your email marketing campaigns
• Make sure your emails reach your target audience by taking deliverability seriously
• Maximise contact engagement via personalised behaviour-triggered messaging
• Combine email with complementary tools such as mobile, social media and surveys
• Optimise your campaigns by conducting split tests regularly
• Analyse results thoroughly by monitoring recipient behaviour on the website
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
The Case for Conversion Attribution: Kenshoo and Figaro Digital SeminarKenshoo
Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.
DIY Paid Search (PPC), a copy of the presentation delivered by Firas Wahida, bigmouthmedia from the CIM Peterborough, Digital Marketing Boot Camp held on 25th May 2011 at Perkins Innovation Centre
Attendees will learn:
* Current and emerging technology in marketing and media vehicles
* How to use new media to your advantage
* The latest Web-based technologies that impact current marketing plans
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author's own methodology: Building a Sales & Marketing Machine.
This is the original presentation I gave at the inaugural Social Media in the Arts Working Group (SMAWG). General overview of social media and how it can be utilized within arts organizations.
Path to Purchase Attribution for the Automotive SectorDatalicious
Datalicious has developed a methodology to combine online media attribution (MA) with traditional media mix modelling (MMM) to address the inefficiencies of marketers working with two ROI measurements.
This can be particularly challenge in automotive marketing where aligning dealer marketing performance with central brand marketing performance is often not possible.
Datalicious' unique approach is to combine the best elements of MA and MMM to create a unified ROI currency that allows granular planning and forecasting across all online and offline channels in one central platform.
The biggest benefit for automotive companies is that our approach can unify dealer marketing activities and performance with central brand activities and performance to create one common ROI measurement.
Datalicious Econsultancy Whitepaper: State of Marketing Attribution in Asia P...Datalicious
Download the whitepaper here: http://data.li/1N6zuO8
Custom modelling is the most effective form of media attribution among Asia Pacific (APAC) marketers. That’s according to a new study from Econsultancy and Datalicious on the state of media attribution across APAC.
Attribution success in a cross-device world | SMX Sydney 2015Datalicious
With mobile search volume expected to exceed desktop this year, marketers are facing new challenges in understanding how and if their campaigns are succeeding. Google, Microsoft, Facebook and others all have various approaches for measuring and reporting cross-device impact. In his SMX Sydney presentation, Christian Bartens looked in-depth at how marketers are approaching new data that's now available, including Google's estimated total conversions reporting, proper modelling and tagging for better cross-device attribution.
Destroying Data Silos Through Advanced Customer Analytics And OptimaHubDatalicious
Mat Hauck presented at Forrester's Forum for Marketing Leaders in New York City on customer data silos, how they impact revenue and customer service, and overcoming these challenges with the OptimaHub.
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
SuperTag is an industry leading free signup tag management platform that works to simplify data collection and improve marketing strategy. Users can setup, test and deploy site tags through a single management system without needing to know Javascript.
By using SuperTag, you can simplify your tag management, increase website performance, widen the conversion funnel and improve your digital marketing effectiveness.
Eliminate the use of inaccurate ‘last click’ attribution with OptimaHub MediaAttribution. Advertisers can use this tool to get an accurate marketing ROI across all channels and to optimise media spend accordingly.
Real-time Single Customer View
Create a single customer view of your prospects and customers with data from your website, mobile apps, social and phone calls. Use the out of the box dashboards to generate advanced and actionable insights based on your customer data.
Smart Tag Management and Data Drive Online MarketingDatalicious
Smart Tag Management and Data Drive Online Marketing.
How Datalicious works with Inivio and Veda to combine key data sources for a total market view, and build actionable insights for smart data driven marketing.
Datalicious Google Analytics Premium Reseller InformationDatalicious
Datalicious is now a Google Analytics Premium reseller. If you're looking for a premium analytics solutions, talk to Datalicious about Google Analytics Premium.
Has technology killed privacy? Consumer tracking and targeting technologies, especially in digital, always seem to be a few years ahead of the law which seems to create an ongoing legal grey-zone. What are these technological advances, how could they impact privacy and what should companies do about this trend?
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
2. Duplica.on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Email
Email
Blast
Pla8orm
$
Organic
Google
Search
Analy<cs
$
3. Success
a)ribu.on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par<al
credit
4. First
and
last
click
a)ribu.on
Chart shows
percentage of
channel touch
points that
Paid/Organic Search lead to a
conversion.
Neither first
Emails/Shopping Engines nor last-click
measurement
would provide
true picture
6. Campaign
flow
and
calls
to
ac.on
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Coupons,
surveys
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
C1
C2
CRM
Facebook
program
TwiNer,
etc
C3
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
7. Where
to
collect
the
data
Ad Server Web Analytics
Banner impressions Referral visits
Banner clicks Social media visits
+ Organic search visits
Paid search clicks Paid search visits
Email visits, etc
Lacking banner
Lacking organic visits impressions
More granular & complex Less granular & complex
8. Inhibitors
to
Channel
A)ribu.on
• Data
in
siloed
plaJorms
–
no
single
source
of
truth
• Inadequate
Tracking
• Communica.on
between
agencies
/
teams
• Offline
channels
are
ignored
• Perceived
cost
/
.me
/
skill
barriers
• Cookie
expira.on
9. Research
Online
Purchase
Offline
business
models
define
a.ribu0on
Product purchase/arrange channels for consumers who conducted research online
High Interest Transaction Credit Personal Home
Savings Account Card Loan Loan
10. Online
&
offline
marke.ng
complement
37%
of
online
search
are
triggered
by
TV
Ad
30%
of
online
search
are
triggered
by
Newspaper
Ads
17%
of
online
search
are
triggered
by
Radio
Ads
Source:
iProspect
“Offline
channel
influence
on
Online
Search
Behaviour
(Q.
Which
of
the
following
prompted
you
to
use
an
internet
search
engine
to
look
for
informa.on
on
a
certain
product,
service,
company
or
slogan?
Select
all
that
apply
;
Google;
T&S
11. CPA
differs
by
channel
over
.me
Key variables: budget, campaign efficiency, web functionality
Source: FirstClick client case study, 2009
12. CPA
differs
by
products
Key variables: product, budget, campaign efficiency, web functionality
Source: FirstClick retail banking analysis, 2009
13. Framework
and
Considera.ons
1.
Business
Models
3.
Capabili.es
Requirement
– Lifecycle:
Acquisi.on
v.s.
– Tracking/Analy.cs
Reten.on
– Repor.ng
and
Analysis
– Consumer
sales
life
cycle
– Op.misa.on
&
Tes.ng
– Value
per
customer
life
stage
2.
Value
by
Channels
Addi.onal:
Business
Processes
– ROI
(Margin)
v.s.
cost
per
– Top-‐
down
buy-‐in
channel
– Stakeholder
Management
– Online
v.s.
Offline
– Decision
–making
process
– Time-‐lag
impact
14. A
real
world
example
-‐
Aussie
• A
home
is
the
most
expensive
thing
you’ll
ever
buy
• The
2nd?
Your
mortgage!
• The
ul.mate
high
considera.on
purchase
15. Last
click
shouldn’t
win
Introducer
Influencer
Influencer
Closer
LAST
CLICK
0%
0%
0%
100%
“Last
Click”
model
is
fundamentally
flawed
in
a
high
considera.on
purchase
-‐
Each
channel
cannot
be
isolated
and
measured
separately.
16. Start
with
even
a)ribu.on
Introducer
Influencer
Influencer
Closer
EVEN
25%
25%
25%
25%
17. Then
get
really
smart
Get a macro view of exactly what each of your channels is doing for you at each
stage of the funnel and what its ROI is
18. So
what?
Customise
your
messaging
to
the
Plan
your
media
spend
be)er
and
posi.on
it
occupies
it
plays
within
the
make
it
more
effec.ve
without
sales
funnel
to
make
it
more
relevant
increasing
your
budgets
and
effec.ve
A
real
focus
on
channel
a)ribu.on
allows
you
to
Take
your
CPAs
down
to
a
more
Shut
down
the
subjec.ve
granular
level
and
finally
look
at
conversa.ons
with
data!
channel
based
ROI
Maybe
even
keep
Finance
happy!