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Our collection of musings on digital marketing, media and measurement.
Building Confidence in Attribution with Incrementality
Most attribution tools show display retargeting driving a $10+ return on ad spend. As a result, digital marketers invest millions of dollars annually on users who just left their website. Retargeting may receive millions in attributed credit, but what if 95% of those customers would have purchased without the display media? Through incrementality testing, we’re […]
Five Steps to Successful Adoption of Measurement Technology
Many marketers struggle with successful adoption of advanced measurement technology.  According to eMarketer, almost half of marketers were using multi-touch attribution in 2018 while MTA was simultaneously flagged as one of the biggest gaps in marketing research. Data holes, cross-platform QA, and complex methodologies all contribute to the problem. However, the greatest driver of failed […]
Evaluating the ROI of Your Advanced Measurement Tool
Most organizations spend more than half a million dollars annually on advanced measurement tools such as multi-touch attribution (MTA) or media mix modeling (MMM). However, if your marketing technology stack is not driving meaningful change in behavior, this investment is of little to no value. Marketers need to hold advanced marketing measurement technology accountable for […]
Building a Competitive Edge through Customer-Centric Reporting
When looking at the tidal wave of data available to you as a marketer, it is critical that you stay focused on what matters: your customer. Even some of the best marketers still use reporting focused on legacy views of media channels. To enable a customer-centric view, marketers need to connect their digital analytics data […]

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