With the end of third-party cookies rapidly approaching, it's time to look ahead. How will we handle attribution reporting in the future?
What possibilities do we, as marketing analysts, actually have?
Jente De Ridder, co-founder of Stitchd, delves into the various approaches you can adopt, from Marketing Mix Modeling to Data Clean Rooms and conversion modeling.
This document provides an overview of synthetic data by discussing what it is, why it is used today, and how it can potentially be used in the future. Specifically:
- Synthetic data refers to artificially generated data that mimics real-world data statistically without containing personal information.
- Today, synthetic data is commonly used for testing analytics setups, training teams using realistic data scenarios with no privacy risks, and creating product demos.
- Potential future uses discussed include using synthetic data for algorithm development and differential privacy techniques.
The Ultimate Maturity Audit _ Brighton SEO.pdfGrace Frohlich
Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.
The redemption of content automation – how to.pptxGretaMunari1
This document discusses Trainline's use of content automation to scale unique content creation. Trainline created over 4 million pages of unique content through a process of gathering keyword clusters, writing perfect content using those clusters, and then generating 7 different versions of each paragraph while ensuring high quality human-written content. They measured success through tracking rankings, clicks, and revenue over 12 weeks. The results showed improvements in average ranking positions and number of keywords ranked for across several markets. Key learnings included that it is a long-term process, strong research is needed, and cross-departmental collaboration is important for success at this scale.
Brighton SEO Updated If this then that automationNavah Hopkins
Brighton SEO talk discussing the if this, then that logic to when to use automations like PMax, Bidding, Creative, and software. This deck also looks at the criteria on who can opt into automations. I also highlight some Optmyzr data.
SEO-Campixx 2022 | Suchoperatoren auf SteroidenPaul Schreiner
Nützliche Suchoperatoren für deinen nächsten Technical Audit, Content Recherche oder weitere Backlinks finden. Und das alles direkt in der Google Suche.
This document provides an overview of synthetic data by discussing what it is, why it is used today, and how it can potentially be used in the future. Specifically:
- Synthetic data refers to artificially generated data that mimics real-world data statistically without containing personal information.
- Today, synthetic data is commonly used for testing analytics setups, training teams using realistic data scenarios with no privacy risks, and creating product demos.
- Potential future uses discussed include using synthetic data for algorithm development and differential privacy techniques.
The Ultimate Maturity Audit _ Brighton SEO.pdfGrace Frohlich
Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.
The redemption of content automation – how to.pptxGretaMunari1
This document discusses Trainline's use of content automation to scale unique content creation. Trainline created over 4 million pages of unique content through a process of gathering keyword clusters, writing perfect content using those clusters, and then generating 7 different versions of each paragraph while ensuring high quality human-written content. They measured success through tracking rankings, clicks, and revenue over 12 weeks. The results showed improvements in average ranking positions and number of keywords ranked for across several markets. Key learnings included that it is a long-term process, strong research is needed, and cross-departmental collaboration is important for success at this scale.
Brighton SEO Updated If this then that automationNavah Hopkins
Brighton SEO talk discussing the if this, then that logic to when to use automations like PMax, Bidding, Creative, and software. This deck also looks at the criteria on who can opt into automations. I also highlight some Optmyzr data.
SEO-Campixx 2022 | Suchoperatoren auf SteroidenPaul Schreiner
Nützliche Suchoperatoren für deinen nächsten Technical Audit, Content Recherche oder weitere Backlinks finden. Und das alles direkt in der Google Suche.
Examples of the worst data visualization everJen Stirrup
This document summarizes an event called SQL Saturday Cork where Jen Stirrup gave a presentation on data visualizations. The document includes objectives for the presentation such as discussing inaccurate data sources and the use of dark colors to represent higher values. It also includes examples of Zimbabwean inflation rates from 1980 to 2008 shown in a table and chart to illustrate how data can be visualized.
For Superweek 2022: discussing risk using IAB's TCFAurélie Pols
This document discusses the legality of real-time bidding (RTB) under GDPR and who bears the risk of non-compliance. It notes that RTB involves broadcasting personal data internationally to various entities without ensuring proper deletion or purpose limitations. This violates GDPR principles. While the IAB claims its transparency and consent framework addresses this, investigations found ongoing issues. The document argues RTB likely violates GDPR and publishers may ultimately be responsible as data controllers, though determining clear liability is difficult given interlocking obligations of many involved parties. Education is needed on privacy risks to help achieve compliance.
Outils et pratiques de veille des enseignantsPerrine Le Dûs
Support de formation pour le stage de l'académie de Créteil "Sciences & documentation : travailler en interdisciplinarité autour de projets en éducation aux médias"
Face au comportement d’achat des clients BtoB, qui aujourd’hui macèrent leur décision d’achat sans l’aide immédiate du commercial, mais plutôt en arpentant le Web 2.0 en quête d’informations & d’avis utiles, les entreprises doivent reconsidérer leur approche client.
L’inbound marketing répond à ce nouveau paradigme puisqu’il consiste, contrairement aux méthodes traditionnelles push (achat de publicités, de listes de prospects, appels à froid, etc.), à attirer les acheteurs naturellement vers les entreprises grâce à la diffusion, en ligne, de contenus à forte valeur ajoutée, qui délivrés progressivement et sous forme d’appâts, permettent à l’entreprise de convertir ses visiteurs en prospects, puis en clients, plus en clients fidèles & en ambassadeurs.
L’implémentation de cette méthode en entonnoir impose premièrement à l’entreprise de préparer son organisation : en sensibilisant & en impliquant sa direction générale, en renforçant les compétences de son marketing, & en favorisant le travail d’équipe entre ce dernier & la vente (union indispensable pour une prospection, une gestion & un suivi des leads plus efficace).
Par ailleurs, son succès dépend également de la définition préalable & précise des portraits robots des cibles clients de l’entreprise (les personas). Exercice qui conditionne l’élaboration du deuxième prérequis : une stratégie de contenu cohérente & adaptée aux besoins émis à chaque étape du process de décision des cibles.
Pour ensuite maximiser ses chances d’attirer son trafic de personas sur son site web, l’entreprise peut, diffuser sa ligne éditoriale à travers la création d’un blog & une présence active sur les réseaux sociaux fréquentés par ses cibles. En parallèle, elle doit s’assurer d’apparaître dans les résultats de recherches de ses dernières sur Google, en travaillant son référencement naturel.
Pour convertir ses visiteurs en prospects, elle doit mettre en place un chemin de conversion précis (calls to action, pages de destination, formulaires) lui permettant d’obtenir les datas clés pour qualifier ses personas, en échange de contenus qualitatifs.
La pratique du marketing automation lui permet alors de récolter & d’exploiter intelligemment cette data pour procéder au progressive profiling, au scoring & au nurturing de ses prospects. Process lui permettant de faire évoluer ces derniers d’un état de Marketing Qualified Leads à Sales Qualified Leads, fin mûrs pour être appréhendés par la vente.
Le marketing automation permet également, en délivrant continuellement des contenus utiles & personnalisés, d’assurer la fidélité des clients en parallèle d’autres actions traditionnelles (telles que la valorisation de leur expertise ou la création d’un club communautaire).
Intervention dans le cadre de la journée d'étude BnF-CNPLJ / enssib sur "le devenir de la lecture des jeunes" (http://www.enssib.fr/JE-le-devenir-de-la-lecture-des-jeunes).
Need to prove your SEO proposal’s ROI?
Will your executive team only approve a proposal if it provides clear value to their business?
Do your stakeholders require visible alignment with technical resources, executive buy-in, and business models just to start any SEO project?
You know what’s needed for SEO to drive success, but how do you prove the pathway there?
This is where reliable SEO forecasting comes in handy.
Transparent, precise, and reliable forecasting is a great, proven way of aligning sales, SEO specialists, and customers.
Watch our webinar to learn how to forecast your SEO strategy, one that your shareholders can trust and confirms your SEO's value.
You'll learn how to:
- Prove the business value of your SEO proposal.
- Easily connect SEO objectives to business outcomes.
- Utilize data to confirm SEO's value.
Anca Țenea, Community Manager at SEOmonitor, and Edward Coram James, Chief Executive at Go Up, will demonstrate how SEO forecasting can help you solve your organization's specific business problems.
Most SEO teams struggle to prove their long-term impact, align everyone involved, and trust the data when forecasting future results.
Make SEO’s value tangible, differentiate yourself, and align expectations with SEO deliverables to ensure success in your organization, using the solution in this informative webinar.
FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
Is your site accessible? No? Why the h*ck not!BillieHyde
Ensuring websites are accessible and usable for everyone should be a major goal for anyone who works within the online space. In the UK alone there are 14.1 million people living with a disability; all of whom should be able to use your site. Accessibility creates a more loyal customer base, increases sales and improves inclusivity. However, steps towards accessibility are often seen as a low priority or neglected altogether. So, let’s talk about how you can be more inclusive and profit from it.
Social Restart 2023: Eliška Michálková - Prezidentské volby v prostředí sociá...Taste
Zajímá vás, jak se tvoří prezidentská kampaň v prostředí sociálních sítí? S jakými překážkami jsme se museli potýkat a co se naopak podařilo? A jak se vlastně pracuje s osobností, jakou je Petr Pavel? To vše vám ráda ukážu.
Havas Media - Baromètre POE DIGITAL 2015
Le Baromètre POE Digital 2015 Havas Media mesure la manière dont les Français entrent en contact avec les marques via les médias digitaux et la "Performance Media Globale" incluant les trois dimensions des médias : paid, owned et earned media (POEm)
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
How to Create an Airtight SEO Strategy to Beat Any Competitor - Rumble RomagnoliRumble Romagnoli
My talk is not just about keyword research and doing it well. It’s about pride. It’s about honour. It’s about being at the epicentre of business intelligence within your organisation for your organisation.
Brand Restart 2023: Míla Knepr - Značka, kreativita a dataTaste
Můžeme mít spoustu správných a přesných dat, můžeme je analyzovat, interpretovat. Jen bychom přitom stále měli mít na mysli slavnou větu Davida Abbota: Shit that arrives at the speed of light is still shit when it gets there. Co kreativita dokáže? Dá se bez ní budovat značka? Dá se něčím nahradit? Čím? Proč se kreativita vyplatí?
Projet - Création d'une stratégie de communication pour NUMA, célèbre accélérateur de start-up à l'international.
Développement d'un plan de communication DIGITAL, Social-Média, Web...
Comment intégrer l'Inbound Marketing dans sa stratégie digitale B to B afin d...David Planchot
Imaginez-vous... Vous êtes responsable Webmarketing d’un site E-commerce comptabilisant des milliers de visites par jour. Vous travaillez actuellement avec une solution de mesure d’audience gratuite qui ne satisfait plus vos besoins au vu des performances de votre site.
Vous recherchez donc une nouvelle solution de mesure d’audience pour analyser votre site qui commence à avoir une ampleur internationale. Vous commencez ainsi votre parcours d’achat en recherchant sur les moteurs de recherche « solution web analytics ». Vous trouvez 2, 3 outils web analytics dans les résultats de recherche et notamment le site d’AT Internet, semblant être un éditeur de solutions Web analytics. Vous décidez de continuer vos recherches en regardant les avis et comparatifs de solutions web analytics sur des blogs d’experts en analyse d’audience. Le nombre important de solutions n’arrive pas à vous faire prendre de décision.
Ne sachant pas comment choisir votre solution parmi toutes celles proposées, vous décidez de recherche un livre blanc pour vous aider à choisir votre solution Web analytics. Vous tapez la recherche « Choisir une solution Web Analytics » dans Google et arrivez sur le site AT Internet, qui vous propose son livre blanc en téléchargement gratuit, via un formulaire de téléchargement. Vous remplissez ce formulaire avec vos coordonnées puis téléchargez et lisez le livre blanc. Vous êtes satisfait et décidez d’en savoir plus sur cette société.
Vous visitez le blog et celui-ci vous donne plusieurs astuces et conseils sur les prochaines analyses que vous pourrez effectuer sur votre site. Vous commencez à être attiré par la société et regardez la présence de la marque sur les réseaux sociaux pour connaître sa notoriété. En regardant la page Facebook, vous constatez que la société entretient de bonnes relations entre les différents bureaux et équipes au vu des photos postées chaque semaine. Vous devenez fan de la page pour recevoir les actualités de la page Facebook...
Este documento presenta los resúmenes de métricas de desempeño para la tienda de merchandising de Google en los meses de noviembre, diciembre y enero. Incluye datos sobre el número de usuarios, sesiones, páginas vistas, tasas de rebote, ingresos por ciudad, demografía de compradores, canales que generaron ventas y campañas publicitarias efectivas cada mes. Noviembre tuvo la mayor cantidad de usuarios, mientras que diciembre presentó las métricas más favorables como tiempo en página
Optimise your ecommerce by better traffic, navigation, homepage, on-search search, product pages, checkout, payments to improve conversion and average order value. Optimisation balances improving the customer experience whilst maximising sales performance. Learn more with Baymard Institute
Dan Golden's Internet Summit 2015 Presentation - Practical AttributionBFO
The document discusses practical approaches to multi-channel attribution across digital marketing channels to understand how different touchpoints contribute to conversions. It provides an overview of various attribution models and platforms, and recommends defining business goals, testing different attribution models with your own data, and continuously learning and improving attribution methodology. The objective is to go beyond last-click attribution and gain a stronger understanding of a customer's full purchase path and how different channels assist in driving conversions.
Predictive Analytics: How This Revolutionary Technology for Strategic Marketi...Media Needle
An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition.
Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.
Examples of the worst data visualization everJen Stirrup
This document summarizes an event called SQL Saturday Cork where Jen Stirrup gave a presentation on data visualizations. The document includes objectives for the presentation such as discussing inaccurate data sources and the use of dark colors to represent higher values. It also includes examples of Zimbabwean inflation rates from 1980 to 2008 shown in a table and chart to illustrate how data can be visualized.
For Superweek 2022: discussing risk using IAB's TCFAurélie Pols
This document discusses the legality of real-time bidding (RTB) under GDPR and who bears the risk of non-compliance. It notes that RTB involves broadcasting personal data internationally to various entities without ensuring proper deletion or purpose limitations. This violates GDPR principles. While the IAB claims its transparency and consent framework addresses this, investigations found ongoing issues. The document argues RTB likely violates GDPR and publishers may ultimately be responsible as data controllers, though determining clear liability is difficult given interlocking obligations of many involved parties. Education is needed on privacy risks to help achieve compliance.
Outils et pratiques de veille des enseignantsPerrine Le Dûs
Support de formation pour le stage de l'académie de Créteil "Sciences & documentation : travailler en interdisciplinarité autour de projets en éducation aux médias"
Face au comportement d’achat des clients BtoB, qui aujourd’hui macèrent leur décision d’achat sans l’aide immédiate du commercial, mais plutôt en arpentant le Web 2.0 en quête d’informations & d’avis utiles, les entreprises doivent reconsidérer leur approche client.
L’inbound marketing répond à ce nouveau paradigme puisqu’il consiste, contrairement aux méthodes traditionnelles push (achat de publicités, de listes de prospects, appels à froid, etc.), à attirer les acheteurs naturellement vers les entreprises grâce à la diffusion, en ligne, de contenus à forte valeur ajoutée, qui délivrés progressivement et sous forme d’appâts, permettent à l’entreprise de convertir ses visiteurs en prospects, puis en clients, plus en clients fidèles & en ambassadeurs.
L’implémentation de cette méthode en entonnoir impose premièrement à l’entreprise de préparer son organisation : en sensibilisant & en impliquant sa direction générale, en renforçant les compétences de son marketing, & en favorisant le travail d’équipe entre ce dernier & la vente (union indispensable pour une prospection, une gestion & un suivi des leads plus efficace).
Par ailleurs, son succès dépend également de la définition préalable & précise des portraits robots des cibles clients de l’entreprise (les personas). Exercice qui conditionne l’élaboration du deuxième prérequis : une stratégie de contenu cohérente & adaptée aux besoins émis à chaque étape du process de décision des cibles.
Pour ensuite maximiser ses chances d’attirer son trafic de personas sur son site web, l’entreprise peut, diffuser sa ligne éditoriale à travers la création d’un blog & une présence active sur les réseaux sociaux fréquentés par ses cibles. En parallèle, elle doit s’assurer d’apparaître dans les résultats de recherches de ses dernières sur Google, en travaillant son référencement naturel.
Pour convertir ses visiteurs en prospects, elle doit mettre en place un chemin de conversion précis (calls to action, pages de destination, formulaires) lui permettant d’obtenir les datas clés pour qualifier ses personas, en échange de contenus qualitatifs.
La pratique du marketing automation lui permet alors de récolter & d’exploiter intelligemment cette data pour procéder au progressive profiling, au scoring & au nurturing de ses prospects. Process lui permettant de faire évoluer ces derniers d’un état de Marketing Qualified Leads à Sales Qualified Leads, fin mûrs pour être appréhendés par la vente.
Le marketing automation permet également, en délivrant continuellement des contenus utiles & personnalisés, d’assurer la fidélité des clients en parallèle d’autres actions traditionnelles (telles que la valorisation de leur expertise ou la création d’un club communautaire).
Intervention dans le cadre de la journée d'étude BnF-CNPLJ / enssib sur "le devenir de la lecture des jeunes" (http://www.enssib.fr/JE-le-devenir-de-la-lecture-des-jeunes).
Need to prove your SEO proposal’s ROI?
Will your executive team only approve a proposal if it provides clear value to their business?
Do your stakeholders require visible alignment with technical resources, executive buy-in, and business models just to start any SEO project?
You know what’s needed for SEO to drive success, but how do you prove the pathway there?
This is where reliable SEO forecasting comes in handy.
Transparent, precise, and reliable forecasting is a great, proven way of aligning sales, SEO specialists, and customers.
Watch our webinar to learn how to forecast your SEO strategy, one that your shareholders can trust and confirms your SEO's value.
You'll learn how to:
- Prove the business value of your SEO proposal.
- Easily connect SEO objectives to business outcomes.
- Utilize data to confirm SEO's value.
Anca Țenea, Community Manager at SEOmonitor, and Edward Coram James, Chief Executive at Go Up, will demonstrate how SEO forecasting can help you solve your organization's specific business problems.
Most SEO teams struggle to prove their long-term impact, align everyone involved, and trust the data when forecasting future results.
Make SEO’s value tangible, differentiate yourself, and align expectations with SEO deliverables to ensure success in your organization, using the solution in this informative webinar.
FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
Is your site accessible? No? Why the h*ck not!BillieHyde
Ensuring websites are accessible and usable for everyone should be a major goal for anyone who works within the online space. In the UK alone there are 14.1 million people living with a disability; all of whom should be able to use your site. Accessibility creates a more loyal customer base, increases sales and improves inclusivity. However, steps towards accessibility are often seen as a low priority or neglected altogether. So, let’s talk about how you can be more inclusive and profit from it.
Social Restart 2023: Eliška Michálková - Prezidentské volby v prostředí sociá...Taste
Zajímá vás, jak se tvoří prezidentská kampaň v prostředí sociálních sítí? S jakými překážkami jsme se museli potýkat a co se naopak podařilo? A jak se vlastně pracuje s osobností, jakou je Petr Pavel? To vše vám ráda ukážu.
Havas Media - Baromètre POE DIGITAL 2015
Le Baromètre POE Digital 2015 Havas Media mesure la manière dont les Français entrent en contact avec les marques via les médias digitaux et la "Performance Media Globale" incluant les trois dimensions des médias : paid, owned et earned media (POEm)
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
How to Create an Airtight SEO Strategy to Beat Any Competitor - Rumble RomagnoliRumble Romagnoli
My talk is not just about keyword research and doing it well. It’s about pride. It’s about honour. It’s about being at the epicentre of business intelligence within your organisation for your organisation.
Brand Restart 2023: Míla Knepr - Značka, kreativita a dataTaste
Můžeme mít spoustu správných a přesných dat, můžeme je analyzovat, interpretovat. Jen bychom přitom stále měli mít na mysli slavnou větu Davida Abbota: Shit that arrives at the speed of light is still shit when it gets there. Co kreativita dokáže? Dá se bez ní budovat značka? Dá se něčím nahradit? Čím? Proč se kreativita vyplatí?
Projet - Création d'une stratégie de communication pour NUMA, célèbre accélérateur de start-up à l'international.
Développement d'un plan de communication DIGITAL, Social-Média, Web...
Comment intégrer l'Inbound Marketing dans sa stratégie digitale B to B afin d...David Planchot
Imaginez-vous... Vous êtes responsable Webmarketing d’un site E-commerce comptabilisant des milliers de visites par jour. Vous travaillez actuellement avec une solution de mesure d’audience gratuite qui ne satisfait plus vos besoins au vu des performances de votre site.
Vous recherchez donc une nouvelle solution de mesure d’audience pour analyser votre site qui commence à avoir une ampleur internationale. Vous commencez ainsi votre parcours d’achat en recherchant sur les moteurs de recherche « solution web analytics ». Vous trouvez 2, 3 outils web analytics dans les résultats de recherche et notamment le site d’AT Internet, semblant être un éditeur de solutions Web analytics. Vous décidez de continuer vos recherches en regardant les avis et comparatifs de solutions web analytics sur des blogs d’experts en analyse d’audience. Le nombre important de solutions n’arrive pas à vous faire prendre de décision.
Ne sachant pas comment choisir votre solution parmi toutes celles proposées, vous décidez de recherche un livre blanc pour vous aider à choisir votre solution Web analytics. Vous tapez la recherche « Choisir une solution Web Analytics » dans Google et arrivez sur le site AT Internet, qui vous propose son livre blanc en téléchargement gratuit, via un formulaire de téléchargement. Vous remplissez ce formulaire avec vos coordonnées puis téléchargez et lisez le livre blanc. Vous êtes satisfait et décidez d’en savoir plus sur cette société.
Vous visitez le blog et celui-ci vous donne plusieurs astuces et conseils sur les prochaines analyses que vous pourrez effectuer sur votre site. Vous commencez à être attiré par la société et regardez la présence de la marque sur les réseaux sociaux pour connaître sa notoriété. En regardant la page Facebook, vous constatez que la société entretient de bonnes relations entre les différents bureaux et équipes au vu des photos postées chaque semaine. Vous devenez fan de la page pour recevoir les actualités de la page Facebook...
Este documento presenta los resúmenes de métricas de desempeño para la tienda de merchandising de Google en los meses de noviembre, diciembre y enero. Incluye datos sobre el número de usuarios, sesiones, páginas vistas, tasas de rebote, ingresos por ciudad, demografía de compradores, canales que generaron ventas y campañas publicitarias efectivas cada mes. Noviembre tuvo la mayor cantidad de usuarios, mientras que diciembre presentó las métricas más favorables como tiempo en página
Optimise your ecommerce by better traffic, navigation, homepage, on-search search, product pages, checkout, payments to improve conversion and average order value. Optimisation balances improving the customer experience whilst maximising sales performance. Learn more with Baymard Institute
Dan Golden's Internet Summit 2015 Presentation - Practical AttributionBFO
The document discusses practical approaches to multi-channel attribution across digital marketing channels to understand how different touchpoints contribute to conversions. It provides an overview of various attribution models and platforms, and recommends defining business goals, testing different attribution models with your own data, and continuously learning and improving attribution methodology. The objective is to go beyond last-click attribution and gain a stronger understanding of a customer's full purchase path and how different channels assist in driving conversions.
Predictive Analytics: How This Revolutionary Technology for Strategic Marketi...Media Needle
An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition.
Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.
A Multi-Touch Attribution In Mobile Retrospective With TrendyolAdjust
Mobile Spree Berlin 2018: Erdem Inan, Head of Marketing, Trendyol
Why, when and how multi touch attribution in mobile should be considered, and what actions can be taken afterwards. Insights and results from an actual multi-touch attribution process in mobile marketing.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Connecting the Business Insights You Need With the Experience Your Customers Demand
Big data and the dynamic customer experience are two of the hottest trends in digital marketing and technology transformation. Both leverage next-generation machine learning and artificial intelligence to better understand and influence consumer behavior, offering marketers the power to predict the future based on previous interactions. The combination of the two techniques is critical to providing a more precisely targeted and personalized customer journey, increasing revenue and improving operational efficiency. Challenges remain, however. The large number of products available, the complexity of the systems involved, and the massive amounts of data generated can make it difficult to realize the full potential.
This innovative session details a clear path forward for organizations that adopt a more agile approach, balancing immediate gains with progress toward their long-term roadmap. After providing an overview of the considerable benefits and common challenges, the information-packed presentation explains why organizations need to embrace a unified approach to analytics and customer journeys. You’ll also learn about the most critical analytics and data modeling techniques—such as forecasting Customer Lifetime Value and Click Stream Behavior—and how insights from these reports can be incorporated into your customers’ journey, generating measurable return on investment. The content will include a unique, engaging combination of underlying principles and their practical applications, helping you obtain a better understanding of the overall space and providing recommendations you can immediately implement.
VWO Product Webinars: How to get right with visitor researchVWO
Key Takeaways:
1. Identifying the starting points of your research
2. Set of questions to ask yourself while evaluating your visitor behavior
3. Tailoring step-by-step research methodology for your business
4. Building strong hypotheses, which move the needle on your conversion rate
Multi channel attribution moving beyond last clickAbhishek Dubey
Multi Channel Attribution - Moving beyond last click, understanding buyer's journey, understanding traffic channels and their roles in buyer's journey, channel pathing analysis and attribution modeling, data driven attribution modeling.
George Musi - The (Never-ending) Quest for Holistic Attribution – The Holy Gr...MediaPost
1) The document discusses the evolving media landscape and the challenges of measuring marketing effectiveness across numerous online and offline touchpoints.
2) It describes the limitations of traditional attribution models and argues that algorithmic attribution modeling is needed to capture the holistic influence of different marketing activities.
3) The document proposes a framework that combines various analytical approaches to optimize marketing performance and integrate online and offline data to better understand the complete customer decision journey.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
Customer Experience Transformation: 5 Research Findings And 12 Action ItemsG3 Communications
During this webinar, Ernan Roman will share recent insights from more than 10,000 hours of Voice of Customer (VoC) Relationship Research conducted by his firm, Ernan Roman Direct Marketing.
Based on the findings, Roman will share 5 key VoC research findings that will help retailers significantly improve customer engagement and personalization of offers and experiences. And critically, how personalization can be driven by individual preferences.
Roman’s part of the session will conclude with an 12 Point Checklist for transforming your customer experience.
Rick Ludolph from Productive Solutions will follow with a look at the enabling technologies to help retailers achieve their customer engagement goals in an omnichannel marketplace
How to use Online Marketing Technology to Improve Campaign Performance - Lowe...Online Marketing Summit
How to use Online Marketing Technology to Improve Campaign Performance
This session will share practical suggestions for getting the most out of the available online marketing technologies including web analytics, ad exchange management and search marketing bid management.
* Dawn Deal, Online Marketing Manager, Lowes.com
* Jeff Campbell, VP, Account Director, Resolution Media. (@CJeffCampbell)
What Your Customers Really Do Online: 5 Ways to Remove the GuessworkOptimizely
As digital marketers and experience leaders, we have increasingly reduced our customers to merely data points, line graphs, and bar charts.
The problem is that we are losing the necessary insight and experimentation to understand human behavior across digital channels. To uncover our customers’ true intent, and ultimately understand the behavioral impact on the bottom line, we need to start asking WHY.
In this webinar, hear from experts from Clicktale and Optimizely as they share experiences from working with brands like Samsung, Missguided, and RBS to uncover:
- What data and insights can uncover about customers’ digital behavior
- How to align metrics that look at measuring the experience, not just conversion
- How brands are scaling an approach to data, insights, and analytics across their organizations
- Best practices in ideation, A/B testing, and experimentation
MAU Vegas 2016 — Measuring Offline Campaigns + The Impact of Dynamic CreativeGrow.co
This document discusses approaches to measuring the effectiveness of offline marketing campaigns. It summarizes different attribution methods like market lift analysis, brand awareness surveys, and promocode redemption rates, noting the strengths and weaknesses of each. It then describes a New York City subway advertising campaign by SeatGeek that demonstrated the utility of post-transaction surveys for attributing offline sales. By surveying new NYC customers on how they heard of SeatGeek and projecting the results, SeatGeek was able to estimate a higher return on ad spend from the subway campaign than implied by other metrics like promocode redemption.
VWO Webinar: How To Build Complete Visibility Around Your Paid Marketing EffortsVWO
The webinar will cover the following:
1. How successful marketers are overcoming their attribution issues
2. Industry benchmarks and learning to ensure you are updated
3. How to curate the best attribution model for your business
This whitepaper discusses the challenges of accurate marketing attribution and analyzes different attribution models. It notes that while analytics spending is rising, many brands still rely on simplistic rules-based attribution models that likely distort the true value of marketing tactics. These models make broad assumptions rather than being evidence-based. The whitepaper argues effective attribution requires a custom, algorithmic approach based on analyzing clean, high-quality data to understand causality across marketing events and customer characteristics.
The 'Truthiness' of Marketing AttributionOrigami Logic
In this presentation, you will discover the 'truthiness' (for those of you who are Stephen Colbert fans) of marketing attribution. Modern marketers now depend on a growing number of digital and offline channels - web, email, social, search, display, video, television, out of home, radio and many more - to deliver messages to their audiences. Faced with increased accountability for ROI and frequent requests for campaign metrics, marketers are scrambling to determine which channels are performing best and how to allocate budget to maximize sales.
It’s no wonder that marketers are rushing to attribution solutions, in an effort to decipher data and assign credit to specific channels and touchpoints. However, marketers often face a rude awakening when they realize that attribution models fail to reveal the whole truth and can’t answer some of their most urgent, time-sensitive questions.
Join us to gain a clear understanding of the four key limitations of attribution and learn how to:
- Establish a data foundation and measurement framework
- Develop an “always-on” view of multi-channel performance
- Test and optimize to assess and determine lift
The state of marketing measurement, attribution and data managementClark Boyd
This presentation will reveal exclusive new findings from a survey of leading marketers, including:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement from Fospha
This document outlines a proposal to analyze customer relationship management (CRM) data to predict young female customers' propensity to apply for a debit card. The objective is to test hypotheses about factors that influence application rates. The analysis would involve segmenting customers, predictive modeling using logistic regression, and multivariate testing of marketing campaigns on social media. The expected results are identification of key customer parameters, predictive models to increase conversion rates, and insights to improve targeted advertisements.
Similar a Superweek - Marketing attribution after 2024 (20)
Orchestrating the Future: Navigating Today's Data Workflow Challenges with Ai...Kaxil Naik
Navigating today's data landscape isn't just about managing workflows; it's about strategically propelling your business forward. Apache Airflow has stood out as the benchmark in this arena, driving data orchestration forward since its early days. As we dive into the complexities of our current data-rich environment, where the sheer volume of information and its timely, accurate processing are crucial for AI and ML applications, the role of Airflow has never been more critical.
In my journey as the Senior Engineering Director and a pivotal member of Apache Airflow's Project Management Committee (PMC), I've witnessed Airflow transform data handling, making agility and insight the norm in an ever-evolving digital space. At Astronomer, our collaboration with leading AI & ML teams worldwide has not only tested but also proven Airflow's mettle in delivering data reliably and efficiently—data that now powers not just insights but core business functions.
This session is a deep dive into the essence of Airflow's success. We'll trace its evolution from a budding project to the backbone of data orchestration it is today, constantly adapting to meet the next wave of data challenges, including those brought on by Generative AI. It's this forward-thinking adaptability that keeps Airflow at the forefront of innovation, ready for whatever comes next.
The ever-growing demands of AI and ML applications have ushered in an era where sophisticated data management isn't a luxury—it's a necessity. Airflow's innate flexibility and scalability are what makes it indispensable in managing the intricate workflows of today, especially those involving Large Language Models (LLMs).
This talk isn't just a rundown of Airflow's features; it's about harnessing these capabilities to turn your data workflows into a strategic asset. Together, we'll explore how Airflow remains at the cutting edge of data orchestration, ensuring your organization is not just keeping pace but setting the pace in a data-driven future.
Session in https://budapestdata.hu/2024/04/kaxil-naik-astronomer-io/ | https://dataml24.sessionize.com/session/667627
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
Build applications with generative AI on Google CloudMárton Kodok
We will explore Vertex AI - Model Garden powered experiences, we are going to learn more about the integration of these generative AI APIs. We are going to see in action what the Gemini family of generative models are for developers to build and deploy AI-driven applications. Vertex AI includes a suite of foundation models, these are referred to as the PaLM and Gemini family of generative ai models, and they come in different versions. We are going to cover how to use via API to: - execute prompts in text and chat - cover multimodal use cases with image prompts. - finetune and distill to improve knowledge domains - run function calls with foundation models to optimize them for specific tasks. At the end of the session, developers will understand how to innovate with generative AI and develop apps using the generative ai industry trends.
Global Situational Awareness of A.I. and where its headedvikram sood
You can see the future first in San Francisco.
Over the past year, the talk of the town has shifted from $10 billion compute clusters to $100 billion clusters to trillion-dollar clusters. Every six months another zero is added to the boardroom plans. Behind the scenes, there’s a fierce scramble to secure every power contract still available for the rest of the decade, every voltage transformer that can possibly be procured. American big business is gearing up to pour trillions of dollars into a long-unseen mobilization of American industrial might. By the end of the decade, American electricity production will have grown tens of percent; from the shale fields of Pennsylvania to the solar farms of Nevada, hundreds of millions of GPUs will hum.
The AGI race has begun. We are building machines that can think and reason. By 2025/26, these machines will outpace college graduates. By the end of the decade, they will be smarter than you or I; we will have superintelligence, in the true sense of the word. Along the way, national security forces not seen in half a century will be un-leashed, and before long, The Project will be on. If we’re lucky, we’ll be in an all-out race with the CCP; if we’re unlucky, an all-out war.
Everyone is now talking about AI, but few have the faintest glimmer of what is about to hit them. Nvidia analysts still think 2024 might be close to the peak. Mainstream pundits are stuck on the wilful blindness of “it’s just predicting the next word”. They see only hype and business-as-usual; at most they entertain another internet-scale technological change.
Before long, the world will wake up. But right now, there are perhaps a few hundred people, most of them in San Francisco and the AI labs, that have situational awareness. Through whatever peculiar forces of fate, I have found myself amongst them. A few years ago, these people were derided as crazy—but they trusted the trendlines, which allowed them to correctly predict the AI advances of the past few years. Whether these people are also right about the next few years remains to be seen. But these are very smart people—the smartest people I have ever met—and they are the ones building this technology. Perhaps they will be an odd footnote in history, or perhaps they will go down in history like Szilard and Oppenheimer and Teller. If they are seeing the future even close to correctly, we are in for a wild ride.
Let me tell you what we see.
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
Open Source Contributions to Postgres: The Basics POSETTE 2024ElizabethGarrettChri
Postgres is the most advanced open-source database in the world and it's supported by a community, not a single company. So how does this work? How does code actually get into Postgres? I recently had a patch submitted and committed and I want to share what I learned in that process. I’ll give you an overview of Postgres versions and how the underlying project codebase functions. I’ll also show you the process for submitting a patch and getting that tested and committed.
End-to-end pipeline agility - Berlin Buzzwords 2024Lars Albertsson
We describe how we achieve high change agility in data engineering by eliminating the fear of breaking downstream data pipelines through end-to-end pipeline testing, and by using schema metaprogramming to safely eliminate boilerplate involved in changes that affect whole pipelines.
A quick poll on agility in changing pipelines from end to end indicated a huge span in capabilities. For the question "How long time does it take for all downstream pipelines to be adapted to an upstream change," the median response was 6 months, but some respondents could do it in less than a day. When quantitative data engineering differences between the best and worst are measured, the span is often 100x-1000x, sometimes even more.
A long time ago, we suffered at Spotify from fear of changing pipelines due to not knowing what the impact might be downstream. We made plans for a technical solution to test pipelines end-to-end to mitigate that fear, but the effort failed for cultural reasons. We eventually solved this challenge, but in a different context. In this presentation we will describe how we test full pipelines effectively by manipulating workflow orchestration, which enables us to make changes in pipelines without fear of breaking downstream.
Making schema changes that affect many jobs also involves a lot of toil and boilerplate. Using schema-on-read mitigates some of it, but has drawbacks since it makes it more difficult to detect errors early. We will describe how we have rejected this tradeoff by applying schema metaprogramming, eliminating boilerplate but keeping the protection of static typing, thereby further improving agility to quickly modify data pipelines without fear.
5. 5
Is our current attribution that good?
#SPWK
• Unmeasurable interaction points
• Not all conversions are measured
• Does not capture “buying intent”
• Cross-device usage
7. 7
What money is wasted on ads?
<Hoe
werkt
campagne
tracking
binnen
een
digitale
context?>
8. 8
Measuring marketing effectiveness
#SPWK
How attribution contribute to business goals
Customer insights
Attribution provides insights
on your customers by
uncovering at which point
in the customer journey
they are most influenced.
Marketing ROI
Attribution enables you to
understand where your
advertising budget
produces the highest
incrementality per Euro
spent.
9. 9
Attribution modeling
#SPWK
Two main types
Touch-based
• Bottom-up
• Focus on individual customer journey
• Need for detailed individual-level data
• Distributes credit for conversions among
touchpoints based on position or time
decay.
Correlation-based
• Top-down
• Macro-level overview
• Need for aggregated data
• Utilizes statistical techniques to quantify
the impact of marketing on sales or other
KPIs
11. 11
Touch-based attribution models
#SPWK
Ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked
through before converting.
Cross-Channel Last Click
Cross-Channel Position Based
Cross-Channel First Click
Ads-Preferred Last Click
Cross-Channel Linear
Cross-Channel Time Decay
Gives all credit for the conversion to the first channel that a customer clicked before converting.
Attributes 100% of the conversion value to the last Google Ads channel that the customer clicked through before
converting. If there is no Google Ads click in the path the attribution model falls back to Cross-channel last click.
Distributes the credit for the conversion equally across all the channels a customer clicked before converting.
Gives more credit to the touchpoints that happened closer in time to the conversion. Credit is distributed using a 7-day
half-life: a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.
Attributes 40% credit to the first and last interaction, and the remaining 20% credit is distributed evenly to the
middle interactions.
Machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-
driven model learns how different touchpoints impact conversion outcomes.
Data-Driven attribution
12. 12
Shapley (game theory)
In cooperative situations, something known as the Shapley value is used to fairly
distribute credit to each individual player/participant.
#SPWK
Image: https://clearcode.cc/blog/game-theory-attribution
13. 13
Shapley (game theory)
It takes into account the order in which each touchpoint occurs and assigns different credit
for different path positions.
#SPWK
Image: https://clearcode.cc/blog/game-theory-attribution
14. 14
Shapley (game theory)
The average value of all those possible combinations is the “Shapley value” for that
player/participant.
#SPWK
Image: https://clearcode.cc/blog/game-theory-attribution
15. 15
Markov chains
Looks at the customer journey as a sequence of states (touchpoints) that transition from
one to another with certain probabilities.
#SPWK
Image: https://adequate.digital/en/markov-chain-attribution-
modeling-complete-guide/
16. 16
Markov chains
It calculates the probability of conversion given the removal of a particular channel.
#SPWK
Image: https://adequate.digital/en/markov-chain-attribution-
modeling-complete-guide/
17. 17
Markov chains
Removal effect: the difference in conversion probabilities with and without a channel
provides an estimate of that channel's importance.
#SPWK
Image: https://adequate.digital/en/markov-chain-attribution-
modeling-complete-guide/
18. 18
Touch-based attribution
#SPWK
Typical outputs
Channel First touch Last touch Shapley Markov
Organic Search 100 90 105.0 95
Paid Search 150 160 155.0 152
Email 120 110 115.0 118
Paid Social 130 140 135.0 132
Organic Social 110 105 107.5 108
Absolute impact. The
conversions obtained
via this channel.
Estimated impact.
Higher value = greater
impact on driving
conversions.
19. 19
Touch-based attribution
#SPWK
Pros and cons
Pros
• Tracking on the “user level” and insights
into the customer journey
• Understand the role that each channel
plays within the customer journey
(awareness vs closing)
Cons
• Ignores person’s history with the brand
• Rules don’t fully reflect complexity
• Hard to track every touchpoint
• Cross-device
• Cookie lifetime
20. 20
Favors “directly measurable” channels
Compared to MMM, touch-based
attribution models overestimate
the impact of paid search by 2x.
And they underestimate brand
advertising by 10x.
#SPWK
23. 23
Interaction effects
#SPWK
Macro-economic factors
Sales
Media investments
(marketing channels)
Top of mind
(brand awareness)
MMM is much more than correlation between “ad budget” and “sales”. Many possible
interaction effects need to be considered when looking for true causation.
24. 24
Point of diminishing returns
After a certain point, also called the saturation point, each dollar you spend has a relatively
lower impact.
#SPWK
25. 25
Adstock effect
Or carryover effect. A past ad could influence present sales. Not all people that see your ad will buy
the same day, some will buy your product the day after, or the week after.
#SPWK
26. 26
Marketing Mix Modeling
#SPWK
Typical outputs
53%
7%
6%
4%
2%
-28%
Base + Distribution
TV
Promotions
Digital spend
Print
Price/
Competition
Contribution chart Response curves
Linear = constant returns
Concave = diminishing returns
Convex = exponential growth
S-shaped = low impact in beginning, nice
returns once traction, with an eventual saturation
point
27. 27
Marketing Mix modeling
#SPWK
Pros and cons
Pros
• No need for individual user level data
• Can incorporate complexity of multiple
variables influencing sales.
• Customizable to specific business context.
Cons
• Need for a lot of historical data
• Need for variation in the data
• Actively experiment!
• Less granularity
• Slower
• More complex to interpret
28. 28
Post Purchase Surveys help improve MMM
Surveys help to get an idea of
”unmeasurable channels” like
word-of-mouth.
#SPWK
29. 29
Split tests help improve MMM
A typical example is to run
different creatives / campaigns /
channels per region.
Example: would there have
been a difference in how
#SPWK was promoted in the
Netherlands vs Belgium?
#SPWK
37. 37
Data Clean rooms
#SPWK
1st
Party data
2nd
Party data
Data Clean Room
Stitch and share data in a privacy
compliant way with double-blind joins
Your customer data Customer data
from another organisation
Audience insights Ad Targeting
38. 38
Data Clean room
#SPWK
1st
Party data
Publisher
data
Example Use Case
Samsonite wants to understand how
many sales can be attributed to
impressions of its recent banner
campaign.
39. What I hope you will remember
39
Key Take Aways
42. “
” 42
Adopt an experimentation mindset and
dare to take (calculated) risks.
43. “
” 43
Before you start: think about what you want
to achieve. What is the business result
you’re aiming for?
44. Let’s get Stitchd!
Any questions? Get in touch.
www.stitchd.be | jente.deridder@stitchd.be
Notas del editor
Bad data => bad decisions.
How to handle attribution reporting?
Are cookies the only problem with attribution?
Skepticism around the value of attribution reports, regardless of the depreciation of cookies.
Most known from Google Analytics.
What do all these heuristics have in common? Well… we made them up
Rule based instead of measuring the true intent of the user. Oversimplification: Position / time are the only factors taken into account.
The data-driven model used within Google Analytics.
You first start by identifying each player’s contribution when they play individually, when 2 play together, and when all 3 play together.
Then, you need to consider all possible orders and calculate their marginal value – e.g. what value does each player add when player A enters the game first, followed by player B, and then player C.
Now that we have calculated each player’s marginal value across all 6 possible order combinations, we now need to add them up and work out the Shapley value (i.e. the average) for each player
It calculates the probability of conversion given the removal of a particular channel, allowing marketers to see how likely it is that any given channel influences the path to conversion. The difference in conversion probabilities with and without a channel provides an estimate of that channel's importance.
It calculates the probability of conversion given the removal of a particular channel, allowing marketers to see how likely it is that any given channel influences the path to conversion. The difference in conversion probabilities with and without a channel provides an estimate of that channel's importance.
It calculates the probability of conversion given the removal of a particular channel, allowing marketers to see how likely it is that any given channel influences the path to conversion. The difference in conversion probabilities with and without a channel provides an estimate of that channel's importance.
Shapley: The number is a measure of its contribution to achieving conversions. A higher Shapley Value indicates a greater impact on driving conversions, while a lower value suggests a lesser impact.
MMM is designed to measure the impact of advertising and promotions across channels while controlling for external factors outside a brand’s control.
Better suited to grasp the complexity that comes with attribution than the touch-based models.
The highest-intent audience (the low hanging fruit) has already been converted in the first few runs of the ad
Expansion requires reaching less relevant or more expensive audiences to reach, harming average performance
Ad fatigue sets in for audiences that are repeatedly exposed to your ads, hence they stop paying attention
Background (mathematical): https://www.toppr.com/guides/business-economics/theory-of-production-and-cost/the-law-of-diminishing-returns/
Up until when will people buy from you because of the impression/interaction they had with an ad?
Out of the 100 units sold, 53 units would be sold even if the marketer doesn’t invest in any form of advertisement. Basically, these 53 units are sold because of the brand’s equity in the market and the awareness it had created in the customer’s mind in the past. Similarly, 7 units are sold due to TV advertisements and 3 units are sold due to Consumer promotions and BTL promotions each.
Interpreting price correctly is the key to understand the MMM contributions. Many times, people are misled due to the negative sign present when it comes to representing price. Notice that, when we sum up the contributions in the above chart with the negative sign on price, the sum is 44 not 100.
If we ignore the negative sign on the price, the contributions would sum up to 100. Since sales and price have a negative correlation for most of the brands (damn you Apple!), the price contribution is represented with a negative sign to show the quantity of loss in sales it can cause.
Here, negative sign of the price indicates that 28 units of sales was lost, due to increase in price. This is a notional concept which depicts that 28 additional units of sales could have been gained, had there been no increment in price.
The complexity of econometric models can also be a challenge, particularly for marketers who may not have a strong background in statistics or programming. It's essential to work with experienced analysts or data scientists who can help to develop and interpret these models correctly.
So, should our conclusion be to forget about touch-based attribution and go back to the correlation based analysis methods?
Offcourse, we have Google and Meta looking out for us…
Nothing that AI can’t solve.
Ad interactions and conversions are grouped in two groups. One group contains ad interactions that have a clear, observable link to a conversion. The other group contains ad interactions that don't have a clear, observable link to a conversion.
The observed conversions are divided into subgroups based on shared characteristics (a variety of dimensions, including location, time, and browser), and key metrics are calculated for each.
For example, conversions observed in the morning in France are found to have a certain conversion rate, whereas this rate may be different in the evening.
Those subgroups are used for sorting unobserved ad interactions and conversions.
Using the known conversion rates and other characteristics from the observed subgroups, machine learning links unobserved ad interactions and conversions, where appropriate. The observed and modeled conversions are then integrated into your conversion data to help you make informed decisions about ad performance reporting and fed into bidding.
A few year ago, Facebook and Google made available conversion lift tests. This feature makes it possible to conduct a controlled experiment and to measure the incremental value of marketing campaigns.
Conversion lift test creates a control group out of the pool of users that would have seen our ad (because we have won the auction) but instead of showing the ad, they show the next ad in the ranking.
With the security and access controls that data clean rooms provide, media companies and publishers can provide detailed reporting, and advertisers can track attribution more effectively.
Ads Data Hub from Google is a good example. But note that Big Query also offers DCR capabilities now.
Snapshot: we take a snapshot and start drawing conclusions from it. However, the context in which we operate is constantly changing. So that snapshot is always only partially useful to explain the future.
The end of the third party cookies does not change this. It will make our data even less trustworthy, but it also forces us to rethink what we were relying on.
Each model and approach has their own advantages and disadvanteges.
The value lays in understanding how different models compare and forming your conclusions based on that.
Lot’s of innovations happening. Try things out and learn on what works and doesn’t.
As a scorekeeper, to show the overall incremental impact of marketing investments on the business
As a forecaster, to predict the outcome that raising or lowering marketing budgets will have on marketing’s contribution to the overall budget
As a coach, to suggest shifts to current marketing investments that improve performance