james collins

  • Looking beyond the holiday purchase: understanding customer lifetime value

    The ideal brand relationship is much more than a single experience. It comprises multiple experiences and events that tie the consumer to that specific brand. That brand becomes the go-to for purchasing the perfect birthday gift or the top destination for booking a much-needed getaway. Analyzing each of these brand interactions beyond the user’s first purchase allows adverti ...

    Marketing Land- 7 readers -
  • Attribution, one step at a time

    Marketers have always had a problem. They spend lots of money across lots of different marketing channels — PPC, display, affiliate, direct mail, email and so on — but it’s really hard for them to measure how well all of those channels perform together. If marketers can’t see how well their advertising is working, then they can’t make the best decisions about how to spend their budget.

    Marketing Land- 9 readers -