There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it. Most of this attention has been focused on the B2C space. However, less work has been done measuring the performance of B2B marketing activities.
Certainly the marketing automation segment is very vibrant with a large number of vendors (both big and small) providing solutions that…Continue
Added by Gregory Thompson on May 23, 2016 at 4:33pm — No Comments
Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their clients set high level marketing strategies and advertising budgets.
This worked well until the internet came along and changed the game - new digital channels and online marketing techniques were embraced by…Continue
Added by Gregory Thompson on May 19, 2016 at 11:00am — No Comments
In this blog, I will be discussing the use of attribution models in relation to codified narrative. For this purpose, I will be referring to the plots of two films: the 1974 horror classic “The Texas Chainsaw Massacre”; and a 2014 dark comedy called “Tusk.” I have my own codification system called BERLIN: this is short for “Behavioural Event Reconstruction Linguistic Interface for Narratives.” An attribution model supports the inference of meaning from data. Imagine a student one day going…Continue
Added by Don Philip Faithful on April 9, 2016 at 7:08am — No Comments
Let me clarify something before my friends who work for cross channel attribution companies try to kill me. I don’t think that the market for cross-channel attribution is inherently dead, but I do believe that the way most vendors offer those services today is dead.
I believe that the markets for marketing mix modeling and cross channel attribution are going to merge…Continue
"Look, they are one people, and they have all one language; and this is only the beginning of what they will do; nothing that they propose to do will now be impossible for them. Come, let us go down, and confuse their language there, so that they will not understand one another's speech." (Genesis 11-6,7) On the distance between expression, meaning, and action resulting from growth of populations and…Continue
Added by Don Philip Faithful on October 31, 2015 at 6:20am — No Comments
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker, a department store merchant and marketing pioneer in the late 19th and early 20th century (as well as Postmaster General from 1889 to 1893), is reputed to have made this statement and advertisers have been wrestling with the question ever since.
Enter the science of marketing measurement. In the early days the questions revolved around the…Continue
Added by Gregory Thompson on October 23, 2015 at 1:00pm — No Comments
Many CMOs have already heard of marketing attribution. Some of the good ones have already started using some level of it.
Put simply, marketing attribution refers to the practice of associating touchpoints to a conversion. The way many of us have been adamantly tracking our referrers can be called “last click attribution.” We usually determine the source from which visitors entered our page. But, we all understand that this “source” is not the only touchpoint along the…Continue
Added by Ryan Gerardi on August 14, 2015 at 9:30am — No Comments
Above is a distribution of price differentials for the Dow Jones Industrial Average from the 1930s. The image was generated by one of my programs called Storm. I posted a few images from the same application in other blogs. If I recall correctly, the more volatile differentials (closer to the action) are at top; the more stable differentials (further from the…Continue
Added by Don Philip Faithful on May 24, 2014 at 6:51am — No Comments