If you want to create marketing reports that are more useful ― and even save time in the process ― then you need a measurement strategy.
Cross-Channel Tracking and Attribution: Why Most Marketers Aren’t Getting It Right
Cross-channel tracking is a very boring name for something that’s actually pretty exciting for marketers. It’s the idea that we can deploy our messages across a spectrum of channels — social, search, email, traditional media, out-of-home, you name it — and then see how customers …
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 …
Tackling the Marketing Measurement Challenge: Option 2 – Online Dashboard Solutions
Online dashboard solutions have grown in popularity over the past five years as simple, cost effective way to deliver automated dashboards. This type of solution is designed to allow marketers to connect directly to various types of common systems such as Facebook and Google Analytics …
Tackling the Marketing Measurement Challenge: Option 1 – Microsoft Excel & PowerPoint
Microsoft Excel, or the Marketer’s binky, as I often refer to it, has become the default solution to tackling the data challenge we face in Marketing today. The process goes something like this: We download multiple reports from all the marketing systems we use, we piece …
Tackling the Marketing Measurement Challenge: A Review of Five Primary Options
As the co-founder of a marketing analytics firm, I have found over the many years we have been in business that the two most common questions we as marketers need to answer are the following: What Happened? – Did this campaign work? Did we drive …
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 …
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