Changing the Twitter conversation (again)

(Originally posted on Medium.) Earlier this week Shira Ovide made the argument that, despite the negative sentiment around Twitter in both tech and finance circles and some unexplained deceleration, their sales growth is cause for optimism: How unusual is Twitter’s revenue clip? Out of more than 100 technology companies with at least $2 billion in…
Read more

Data-driven attribution: the hype, the hope, and reasonable expectations

(Originally posted on Medium.) Last week eMarketer released new data highlighting the slow adoption of multichannel attribution among US marketers (subscribers only). Despite increasingly complex customer decision journeys less than half of those surveyed use attribution models that value assisting touchpoints. To quote Cindy Liu of eMarketer: Advanced attribution modeling is used to track and score…
Read more

Attribution challenges throughout the purchase funnel

TechCrunch covers new data from IBM (sourced from a Black Friday Report) that exposes the weakness of last-click attribution models: Twitter and Facebook usually aren’t the last click before an ecommerce buy, but that doesn’t mean they didn’t inspire or influence the purchase. Yet IBM’s Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent….
Read more