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.
Topic | Attribution
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.
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.
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.
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.
July’s Top 10 B2B Stories
Miss any news while you were watching the waves roll in? Take a moment and catch up with our 10 most popular B2B stories in July.
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.
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.
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.
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.
