Performance marketing insights, discussions and expertise

Wade Crang
Wade Crang

#2012Marketing Challenge 8: Adopting Attribution Reporting

By on November 7, 2011

Tracking marketing campaigns used to be easier — TV, radio, and print were the three primary media channels and if people came to your store, or ordered from your catalog, it was relatively easy to trace their purchase path. These days, customers come to us from a myriad of sources: display ads, QR codes, email campaigns, media partner sites, TV ads, comparison shopping engines, organic search, PPC ads, etc.

Attribution reporting is a relatively new technology designed to help you understand the many different ‘touch points’ that consumers have with your brand.

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#2012Marketing Challenge 6: Finding Clarity in Data

By on October 27, 2011

The promise of digital marketing is that metrics, measurement, and data-driven decisions will help marketing executives to produce a higher ROI. And yet, as most top-performing marketers know, the proliferation of campaign data and tracking analytics has actually made our jobs harder, not easier. Layer on top the convergence of offline and online marketing campaigns and the issue further complicates itself.
Consider that in a 2011 study by Forbes nearly half of respondents reported increasing their spending on business intelligence and 78% reported that they were placing more scrutiny on what channels performed.

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