Category: Channel: Analytics & Conversion

8 best practices for implementing multi-touch attribution

Savvy marketers realize the benefits of omnichannel marketing. These brands use sophisticated tactics to engage their best customers and prospects wherever they are — online, on their phones or watching video or TV. With digital, we’ve gained the ability to...

/ July 19, 2018

Google announces Google Marketing Platform Partners program

Image: Google Following on Tuesday’s announcement that Google is grouping its advertising into three new brands — Google Ads, Google Marketing Platform and Google Ad Manager — the company is consolidating and updating its marketing partner program as well. Google...

/ June 29, 2018

It’s time for the brand promise to evolve. Again.

With GDPR recently coming into effect, advertisers are once again fretting over their use of consumer data. In Europe, the fretting is beneath a regulatory cloud, with financial consequences for the misuse of EU consumer data. Here in the US,...

/ June 28, 2018

Blockchain powered Killi wants users to ‘own their identity,’ make money from brands

It’s an idea that has been around for years: Consumers should control and explicitly sell their data for compensation. It’s implied in many data-collection systems today (e.g., “give us your email for 10 percent off”); however Killi is the first...

/ June 26, 2018

Why your marketing performance problem is really a measurement challenge

Figuring out how your company will grow is one of the biggest challenges facing marketers. The playbook is clear: Choose a high-value audience, execute relevant and creative campaigns, and voilà, results and growth for your brand, product or service. But...

/ June 20, 2018

Enable attribution across all channels, platforms and devices

It’s no secret that legacy attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and cross-channel, these attribution providers have largely failed to evolve and adapt. This white paper from Branch Metrics covers: An overview of web and...

/ May 17, 2018

Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’

Google has told media buyers who use its data transfer service that they will no longer be able to use a DoubleClick ID, multiple sources reported in the past week. Marketers use the IDs to pull cross-platform measurement data from Google’s...

/ May 14, 2018

Facebook unveils new analytics features, including a tool to track the omnichannel journey

Facebook introduced new analytics features — including a tool to track customer journeys through multiple channels — on Tuesday at its F8 developer conference. Journeys is the most notable addition to Facebook’s currents analytics tools. It provides omnichannel data and...

/ May 2, 2018

New date! Customer data strategies & identity resolution webinar

When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand experiences that increase revenue and lifetime value. Before you jump on the latest big digital marketing bandwagon, ask yourself...

/ April 25, 2018

How to increase B2B form submissions through conversion testing

Nearly all business-to-business (B2B) marketers are focused on increasing leads, improving lead quality and improving return on investment (ROI). Conversion testing plays a key role in all three of these objectives. Let’s look at four tests that illustrate how improving...

/ April 20, 2018