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Many of my clients come back to me about four weeks after they’ve completed implementations processes with the same basic question, “Now what?” With weekly, daily or near-real-time attribution now available for marketers across all industries, the new challenge facing marketers is not how to get attribution data out of their logs, but how to make sense of it and employ it in an accurate, effi.
In 2015, marketing attribution took huge leaps forward. Many marketers are now able to understand the incremental value of their marketing on an almost real-time schedule and see placements, campaigns and channels grouped and recalculated almost on a whim without relying on simple last-click metrics.
Top brands like Walgreens have stated that attribution is on their wish list to figure out in 2016, so why shouldn’t it be on yours? The new year is always a good time to review what you’ve already set up for the new year and what you need to do in order to grow your business, so below are my top tips to get your marketing programs attribution-ready for 2016.
Attribution reports and results can be complicated and can take a lot of energy just to set up correctly. Once your marketing team has the results, how do you use them to affect and influence your future campaigns to bring in more conversions? Just shifting a marketing plan can cause a large headache for your team.
How do you accurately measure the return on your marketing initiatives? Marketing attribution, or using analytics to assign credit to a marketing touchpoint — whether done through a traditional last-event model or a newer real-time, algorithm-based model — can be scary to look at if you’re a beginner.
Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it’s universally acknowledged that every marketer needs to do so in order to grow their business effectively. Many marketers rely on last-click attribution from their media partners and agencies to report on performance.
How do I get the most out of my marketing programs? This question has plagued marketers for decades. In the digital age we’re currently enjoying, the question has become even more complicated. Before the average user converts on a given product or program, he or she can see display ads, search ads, emails, television ads, direct mail, social media campaigns and a bevy of ot ...
In my last column, I spoke a bit about achieving the best results for your email program through testing. Now, let’s take a deeper dive into one of those tests. This month, I want to help answer the age-old question: When’s the perfect time to send an email? Remember, timing is everything. An email has its greatest potency in the first few hours after it is sent, and content ...
If you’re like many email marketers out there, you send your regularly scheduled batch and blast email to your entire list each day, week or month to your active segment of users. You crunch your opens and clicks data for each mail, and then move on to the next one. Though this is a good start to your email marketing program, with a simple testing plan you can take your mess ...
Of the many challenges facing email marketers, one of the first hurdles to overcome is growing your list and maintaining it moving forward. For many novice marketers, establishing a list from nothing can be a daunting task. And for experienced marketers, keeping a list healthy can make for one large headache — industry averages show that lists can churn considerably each year.