The document discusses attribution, which is assigning credit to different marketing channels that influence consumer purchases. It notes the challenges in attribution currently, with a focus on online media. The types of attribution models are described. The benefits of effective attribution are outlined, such as understanding costs per acquisition and reducing wasted spending. The document provides steps to implement attribution and describes Adometry's solution, which uses data-driven modeling to assign fractional credit to different touchpoints leading to a conversion.
When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
In the second installment of Adometry's Marketing Attribution Webinar Series we examine the importance of a good data foundation and the key considerations when collecting and integrating data into your advanced attribution platform. In this brief and informative session, you learn how to define unified tracking across URL parameters and begin prepping data sets, dynamically integrate tracking with ad servers, validate your data to make sure tracking is working properly and incorporate data from offline channels like TV, Direct Mail, and Call Centers.
In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on:
- Generate reports and extrapolate insights
- Identify typical actions associated with common insights
- Leverage optimization to improve cross-channel performance
Post-Pandemic eCommerce Growth: Leverage Product Data, Market Research & Shop...Aggregage
One-to-one communication has been a trendy philosophy for marketers and advertisers for years now. The more personalized an organization can be with growth strategies and communications, the more likely engagement would increase and ultimately sales. To accomplish this, organizations have traditionally leaned into historical customer and product data to predict how to engage with their current and future customers in a personalized manner.
This philosophy still remains a staple for eCommerce growth, but the approach has had to evolve drastically as a result of the pandemic. When you couple that with fluid data privacy changes, this creates an even fuzzier foundation to develop forward-looking marketing strategies.
This session will dive into how organizations can still leverage historical customer and product data, but also think about how to augment development of strategies with marketing research and other shopper signals to efficiently drive e-Commerce growth.
Join Phil Irvine, VP & Director of Audience Intelligence, for this in-depth discussion of the current e-commerce landscape. Whether concerned about data privacy and data management, or curious about how businesses can rethink approaches to designing shopping experiences, the answers are here.
In this webinar you will learn:
• A high-level approach to how personas can be developed utilizing 1st, 3rd party, and outside research to enrich understandings of your customer base
• Thoughts around how to leverage persona development to put in practice new marketing experiences to drive more growth
• How to create an environment to stay ahead of key macro shopper trends to help inform evolutions with marketing strategy development
When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
In the second installment of Adometry's Marketing Attribution Webinar Series we examine the importance of a good data foundation and the key considerations when collecting and integrating data into your advanced attribution platform. In this brief and informative session, you learn how to define unified tracking across URL parameters and begin prepping data sets, dynamically integrate tracking with ad servers, validate your data to make sure tracking is working properly and incorporate data from offline channels like TV, Direct Mail, and Call Centers.
In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on:
- Generate reports and extrapolate insights
- Identify typical actions associated with common insights
- Leverage optimization to improve cross-channel performance
Post-Pandemic eCommerce Growth: Leverage Product Data, Market Research & Shop...Aggregage
One-to-one communication has been a trendy philosophy for marketers and advertisers for years now. The more personalized an organization can be with growth strategies and communications, the more likely engagement would increase and ultimately sales. To accomplish this, organizations have traditionally leaned into historical customer and product data to predict how to engage with their current and future customers in a personalized manner.
This philosophy still remains a staple for eCommerce growth, but the approach has had to evolve drastically as a result of the pandemic. When you couple that with fluid data privacy changes, this creates an even fuzzier foundation to develop forward-looking marketing strategies.
This session will dive into how organizations can still leverage historical customer and product data, but also think about how to augment development of strategies with marketing research and other shopper signals to efficiently drive e-Commerce growth.
Join Phil Irvine, VP & Director of Audience Intelligence, for this in-depth discussion of the current e-commerce landscape. Whether concerned about data privacy and data management, or curious about how businesses can rethink approaches to designing shopping experiences, the answers are here.
In this webinar you will learn:
• A high-level approach to how personas can be developed utilizing 1st, 3rd party, and outside research to enrich understandings of your customer base
• Thoughts around how to leverage persona development to put in practice new marketing experiences to drive more growth
• How to create an environment to stay ahead of key macro shopper trends to help inform evolutions with marketing strategy development
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
Value Exchange Mapping (VEM) System works with the Business Model Canvas to provide a kind of “stereo vision” with respect to the business model. VEM captures the value exchanges among the players in a value network in the context of an organization’s business model. This provides a more comprehensive picture of the business model making it easier to identify opportunities for business model innovation.
The PPC Playbook: Taking Command of Your Campaigns in the Age of AIPinpointe On-Demand
Is your pay-per-click strategy in dire need of updating?
If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too.
So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns.
If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday
Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.
Hilarie Koplow-McAdams, President Commercial SMB Unit for Salesforce, and Michael Lazerow, CMO of Marketing Cloud for Salesforce, made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.
Investor Presentation on RewardMe.
RewardMe is a Mobile Tech that uses gaming mechanics to get customers addicted to physical stores. We take the success factor of Farmville offline.
How Perforce orchestrates buyer journeys on their website? WebinarAvishai Sharon
a new episode in our From maze to amaze series where we interview Trendemon customers and ask them to share their playbooks on how they leverage personalization and buyer journey insights to maximize the impact of their website, content and digital assets. Beth Hanson from Perforce shares how they deploy journey orchestration for both ABM and PLG scenarios.
Content creation should carry the brand throughout the customer journey that 1. aids the customer decision process and 2. integrates the brand in their everyday lives. This can lead to increased conversions, repeat visits and much more. Learn more at http://www.pistonagency.com
SAP hybris shares its vision for Customer Engagement: To enable our customers to deliver consistent, contextual, and relevant experiences regardless of channel or device throughout the customer journey.
Missed the CRM Insider 2015 Keynote? Find it all here, presented at SAP Insider 2015, by Volker Hildebrand and Jamie Anderson.
For more, visit hybris.com/marketing
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Join B2B professionals from leading companies at Game Plan 2015, the premier conference that brings together B2B commerce, marketing, sales and service professionals for two days of peer networking, expert-led breakout sessions, case study presentations and workshops. Gain the knowledge to successfully manage your company’s digital transformation on October 21-23 in Fort Worth, Texas. See you there!
More info & how to register here: http://bit.ly/1E5uV5q
A guick overview of opportunities afforded to the current mobile marketer. Presented at the digital marketing show 2013 by Serge Milbank.
Presentation includes:
1. Overview of where most companies are in their mobile marketing journey
2. Planning realities in mobile: what is the immediate focus
3. Structuring a mobile marketing team and the relationship it needs to have with product development
4. Mobile Marketing channels outside of marketing: Organic search, Paid search, Mobile ad networks, Social media, Email marketing, Affiliates, Content marketing, Aggregators
5. Approaches to building up a mobile marketing channel strategy
6. Mobile and App marketing channels - outside of traditional channels
7. Crossing the divide between marketing ecosystems
8. Leveraging enablers in mobile
9. Social and the K Coefficient
10. The real challenge is cross platform activity
11. Fundamental shifts in mobile
A cool story about websites and the proliferation of tags. This is geared towards marketers and how they can perform their job more effectively with a tag manager. For more information, visit www.impactradius.com.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
Value Exchange Mapping (VEM) System works with the Business Model Canvas to provide a kind of “stereo vision” with respect to the business model. VEM captures the value exchanges among the players in a value network in the context of an organization’s business model. This provides a more comprehensive picture of the business model making it easier to identify opportunities for business model innovation.
The PPC Playbook: Taking Command of Your Campaigns in the Age of AIPinpointe On-Demand
Is your pay-per-click strategy in dire need of updating?
If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too.
So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns.
If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday
Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.
Hilarie Koplow-McAdams, President Commercial SMB Unit for Salesforce, and Michael Lazerow, CMO of Marketing Cloud for Salesforce, made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.
Investor Presentation on RewardMe.
RewardMe is a Mobile Tech that uses gaming mechanics to get customers addicted to physical stores. We take the success factor of Farmville offline.
How Perforce orchestrates buyer journeys on their website? WebinarAvishai Sharon
a new episode in our From maze to amaze series where we interview Trendemon customers and ask them to share their playbooks on how they leverage personalization and buyer journey insights to maximize the impact of their website, content and digital assets. Beth Hanson from Perforce shares how they deploy journey orchestration for both ABM and PLG scenarios.
Content creation should carry the brand throughout the customer journey that 1. aids the customer decision process and 2. integrates the brand in their everyday lives. This can lead to increased conversions, repeat visits and much more. Learn more at http://www.pistonagency.com
SAP hybris shares its vision for Customer Engagement: To enable our customers to deliver consistent, contextual, and relevant experiences regardless of channel or device throughout the customer journey.
Missed the CRM Insider 2015 Keynote? Find it all here, presented at SAP Insider 2015, by Volker Hildebrand and Jamie Anderson.
For more, visit hybris.com/marketing
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Join B2B professionals from leading companies at Game Plan 2015, the premier conference that brings together B2B commerce, marketing, sales and service professionals for two days of peer networking, expert-led breakout sessions, case study presentations and workshops. Gain the knowledge to successfully manage your company’s digital transformation on October 21-23 in Fort Worth, Texas. See you there!
More info & how to register here: http://bit.ly/1E5uV5q
A guick overview of opportunities afforded to the current mobile marketer. Presented at the digital marketing show 2013 by Serge Milbank.
Presentation includes:
1. Overview of where most companies are in their mobile marketing journey
2. Planning realities in mobile: what is the immediate focus
3. Structuring a mobile marketing team and the relationship it needs to have with product development
4. Mobile Marketing channels outside of marketing: Organic search, Paid search, Mobile ad networks, Social media, Email marketing, Affiliates, Content marketing, Aggregators
5. Approaches to building up a mobile marketing channel strategy
6. Mobile and App marketing channels - outside of traditional channels
7. Crossing the divide between marketing ecosystems
8. Leveraging enablers in mobile
9. Social and the K Coefficient
10. The real challenge is cross platform activity
11. Fundamental shifts in mobile
A cool story about websites and the proliferation of tags. This is geared towards marketers and how they can perform their job more effectively with a tag manager. For more information, visit www.impactradius.com.
A contrarian view of Tag Management SystemsStéphane Hamel
Presented at eMetrics San Francisco 2015.
While everyone believe Tag Management Systems are the next best thing since sliced bread (at least, TMS vendors believe so!), I offer a different point of view based on my own experience and feedback gleaned from clients and consultants.
Havas Media's trend profile on Life Tracking and the Quantified Self. Through today’s technologies, life tracking allows people to measure and monitor the activities in their daily lives, from eating and sleeping to exercising and shopping.
View the video: http://youtu.be/pEpNTFU0C0o
Life tracking systems include wearable computing – sensors, trackers and cameras embedded in shoes, wristbands, hats, clothing, etc. – and connected smart devices – mobile phones, monitors, home appliances and entertainment systems. Using these systems, one can measure, monitor and visualize performance; optimize daily activities to be healthier and more productive; make more informed purchase decisions; and manage social reputation.
For marketers, there are many areas of opportunity to become a useful part of people’s lives through life tracking.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
Seducing your customer principles of conversion content marketingRegalix
Media is no longer a passive experience!
Did you know
78% marketers invest in content marketing for brand awareness
69% use it for customer retention and loyalty
63% are certain it gets them more leads
1 out of 3 buyers trust marketing messages
65% of online revenue is generated from Websites in the top three positions
93% of global consumers use search engines to find Websites
50% !!
Content marketing is creating and sharing relevant and valuable content to create interest, engage, and acquire a clearly defined and understood customer audience - with the objective of driving profitable customer action.
What does social networking really mean for your company and your brand? If themessages your customers hear about you come mostly from you, then advertisingrules. But now that customers communicate with each other, more and more, it'sthe customer experience that counts. As transparency has become inevitable andcomplete, and all our customers can know essentially everything about all productofferings and pricing, how do we compete?
If you are like most marketers you would have established your organizations presence in Facebook, Linkedin , Pinterest, Klout and Twitter. However the efficacy of your campaign would be directly related to what metrics you are using to measure the impact of your social campaign.
View the ondemand version of the webinar at http://www.regalix.com/webinars/social%20media%20metrics%20that%20matter/421
Social Media Marketing Made Simple - ExhibitCraft presents Constant Contact 9...Exhibit Craft
Keeping in touch is the most important element to building relationships that sustain and grow a business. To build brand awareness, trade show marketing and social media marketing go hand in hand. Social media has changed the playing field for reaching the masses, as well as giving them a way to respond.
Join us and learn how to build strong relationships that will lead to more business and growth through the social media marketing!
Deciding to buy an existing practice as a strategic growth initiative can be very rewarding and a rapid way to grow a revenue base. Planning and preparing are essential for a successful outcome. This PPT tries to outline the process of finding a suitable candidate firm as well as walk through the stages ad steps between and initial meeting and a signed contract. Good luck if this is a direction you are considering - keep pragmatism and analysis in front of enthusiasm and desire and you can be very successful.
Beth Doyle, VivaKi and Kristin Haarlow, Spark | The Future of Multiscreen Vid...Will Richmond
VivaKi Innovations Director Beth Doyle and Spark Digital Activation Director Kristin Haarlow presentation titled " How the Power of Choice Drives Results." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.
Five massive foundational shifts are impacting financial service providers of all types, and they are impacting those that serve affluent clients in especially unique ways. Many of the strategies, skills and behaviors that enabled success in the past are now at best ineffective, and completely irrelevant in some cases. Advisors and firms serving affluent clients must adapt to these new realities to be successful in the future.
41. Thank you
Aruna Thota, Director of Product Management, Adometry
aruna.thota@adometry.com
Editor's Notes
Key FindingsForrester’s study yielded six key findings:Practitioners of attribution indicate general consensus on the definitions, benefits, and expectations of attribution.Forty-four percent of interactive marketers don’t have processes in place to assign credit to their efforts, not even rudimentary attribution such as “last event,” indicating that adoption of attribution has room to grow.Few marketers, agencies, or publishers stand behind last-event attribution, but it’s still commonly used as a standard for attribution.Algorithmic attribution models are gaining acceptance, but some in the market remain skeptical.Publishers are cautiously enthusiastic about marketers using attribution to show the value of upper-funnel inventory.Attribution across devices represents a major challenge.
In additionDisplay has an average conversion lag that is 6 times larger than searchDisplay when preceding other channels shortens the conversion lagDisplay is the introducer in almost 80% of the conversions it participates inIn visitor paths towards conversion display is one of the first few media touch points and consistently lifts other lower funnel media such as paid, organic search and Affiliates
Although there are several anecdotal examples that say 90% of users exposed to display ads are not engaged, that is the danger we encounter when we use flawed metrics such as click through rates to measure impact of display. When there are formalized A/B tests and experiments structured to measure display, we see a different story emerging that shows increased search relevance, increased site visits, increase in time on page and larger order sizes which all ties back to hard revenue numbers for the advertisers.
To understand the weight or credit due to an event in a particular sequence, we first find all examples of that sequence – both converting and non-converting. From this we can calculate the conversion rate for that sequence.Next, we find a similar sequence of events that excludes one of the events from the prior sequence – for example, the first event. Again, we find both converting and non-converting examples. We then calculate the conversion rate for this (second) sequence.Now, by comparing the conversion rates of the sequences we can determine the weight or impact of the the missing event. If the rates are identical or similar then the missing event deserves little or no credit whereas if the rates are different then that missing event had an impact and deserves credit.This is an obviously simplified explanation. The complexity is in the details.Number of sequence and length of sequences will varyWe normalize the weights such that they add up to one (1)Tons of events - "big data problem"If there is only one event in the sequence it will get 100% of the creditAn event is actually a complicated thing – has lots of attributes – site, campaign, placement, creative concept, tactic, etc. we calculate at the lowest level and roll the results upAlso frequency and recency.But this is the stuff that the engineers have all worked out in a principled manner. Machine learning, etc.
Moving from interesting to ACTIONABLE!
Attribution is sync’ed with the lifecycle of a campaign- Monitor Campaigns to mitigate waste – ad and audience verification to ensure viewability and target the right audience; Impact: recognize an immediate 10-20% waste reduction through elimination of out-of-compliance and non-viewed display ads - Improve Performance and predict success – automate the numerous adjustments that can drive significant improvement in ROAS and optimize in-flight campaigns. The complexity of cross-media interactions is too challenging to be analyzed and managed manually; it requires sophisticated technology to automate the process and make recommendations for media buyers and planners - an "Easy Button" to optimize campaign performance based on constraints and key performance indicators. Impact: Immediate 20–40% aggregate ROAS lift through optimization - Glean Insights to build better campaigns – looks at the entire stream of media to evaluate and measure campaigns to determine what is and isn't working. Impact: Longer term 25-75% aggregate ROAS lift through better campaign development and strategies through attribution
- Monitor Campaigns to mitigate waste – ad and audience verification to ensure viewability and target the right audience; Impact: recognize an immediate 10-20% waste reduction through elimination of out-of-compliance and non-viewed display ads - Improve Performance and predict success – automate the numerous adjustments that can drive significant improvement in ROAS and optimize in-flight campaigns. The complexity of cross-media interactions is too challenging to be analyzed and managed manually; it requires sophisticated technology to automate the process and make recommendations for media buyers and planners - an "Easy Button" to optimize campaign performance based on constraints and key performance indicators. Impact: Immediate 20–40% aggregate ROAS lift through optimization - Glean Insights to build better campaigns – looks at the entire stream of media to evaluate and measure campaigns to determine what is and isn't working. Impact: Longer term 25-75% aggregate ROAS lift through better campaign development and strategies through attribution