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…
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Not all impressions are created equal

Links are at the heart of the internet so it’s no surprise that digital marketers primarily focus on clicks. Clicks are comfortable—especially for direct response marketers who grew up in direct mail, telesales, etc.—despite new devices, new content formats, and new consumer behaviors. Earlier today, Chartbeat’s Tony Haile posted about the challenges of moving beyond click measurement:…
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Brand search as an optimization problem

Last year, researchers at Google released a meta-study quantifying paid search’s incremental value based on organic rank. They found that, on average, even when an advertiser ranked in the first organic position, 50% of ad clicks were incremental. More recently, Google made available paid and organic reporting giving marketers a tool to measure their own…
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