Attribution
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Digital
American Express Eyes Marketing Mix Modeling for Post-Cookie Attribution
The brand’s new approach to evaluating the efficacy of marketing spend against specific channels.
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Digital
Apple’s App Tracking Transparency Update and Email Marketing
In light of Apple’s new app tracking rules, marketers can focus on growing email marketing and consider other opt-in channels.
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Data & Analytics
Google’s Take on a Post-Cookie Internet: What Marketers Need to Know
A blog post from Google offered some perspective (and a bit of confusion) about how it intends to approach online user tracking and consumer privacy when the cookie is no more.
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Profiles & Campaigns
John Hancock Puts the Focus on Customers in B2B and B2C
Rahim Rajpar shares how John Hancock is targeting B2B and B2C audiences, and
the changing role of marketing leaders in creating customer experiences. -
Profiles & Campaigns
Q&A: PwC’s Path to Digital Transformation
Chief commercial officer Reggie Walker chats about how Big Four auditing firm PwC is connecting with a diverse global audience, and what’s next.
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Acquisition
How Attribution Can Lower Customer Acquisition Costs
Both traditional and online-first brands need to look to attribution
measurement to see which channels provide the best marketing ROI. -
Data & Analytics
Driving Results With Granular Measurement
Granular measurement enables marketers to evaluate individual channel performance,
and drill down to see the performance of each dimension within a channel. -
ROI | Metrics
Attribution Still a Huge Challenge for B2B Marketers: Report
B2B marketers share their hurdles for calculating marketing ROI & killer tips for improving attribution, from first to last touch and everywhere in between.
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Data & Analytics
Avoiding the Pitfalls of Multitouch Marketing Attribution
When done properly, attribution programs can live up to the hype and deliver outstanding business value and insights. But for every success, there are also failures.
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Data & Analytics
Attribution and ROI: What Really Matters in B2B?
B2B marketers are struggling with attribution: how do you quantify the results of your actions and investments?
