Understanding Marketing Attribution Modeling

For marketers, there are few things as important as appropriately understanding your customers’ decision journey. It is the collection of actions, events, or moments that lead to conversion. And, as a consequence, it is an absolute necessity to properly attribute success to the correct touchpoint or …

5 Steps to Prepare for Data-Driven Omnichannel Marketing

The majority of the marketing and executive decision makers are convinced that using data to inform the decision-making process is not only worthwhile but necessary to operate in today’s marketplace. However, information about how to get started in this space is lacking. The purpose of …

Understanding the Customer Decision Journey

Watch a snippet of Matt Hertig’s provocative talk, “The First Rule of Marketing Analytics: Forget the Customer.” In this video, he explains that the customer journey is no longer linear: neither should be our means to understand it.

Lessons Learned through Modeling Channel Attribution

At Alight Analytics, one of our goals is to help our clients understand what the optimal marketing mix is through answering the question “Where should I spend my marketing budget?” In studying these problems and working through the data I’ve learned a lot; a few …

Fun with Multi-Channel Fun-nels

Google Anaytics is great.  What marketer doesn’t want to have a bunch of data that maps out exactly how users interact with their site?  When implemented correctly, there is SO much data that can be rolled up into the interface.  And as if Google wanted to …