What to spend where? Making sense of marketing attribution

“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”

Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards. 

Over...

By David Cole, 04 July 2014, 1 comment. Categories: Advertising, Attribution, Campaigns, Commerce, Data-driven marketing.

Viewability: How does it impact your ad campaigns?

Digital advertising platforms are vital in aiding marketers to target their specific audiences across the various digital media channels. They help marketers roll out tailored content to individual demographics at the opportune moment. It’s no wonder that such promises appeal to marketers – especially since consumers are spending more and more time on these digital channels. But can they deliver on their word?

According to recent research by comScore,

By Martin Brown, 25 June 2014, 0 comments. Categories: Advertising, Attribution, Data-driven marketing.

Why Apple bought Beats for the consumers’ brains, not their headphones

“Algorithms can’t do the job alone,” Jimmy Iovine, ex-CEO of Beats and newly minted Apple executive, said when talking about how the alchemical arithmetic that determine Google’s search results, Facebook’s newsfeed, and the ads served along with them, works to a point but getting any better needs the consumer’s active involvement.

Marketers of all ilks - but especially those in the mobile and online space - would be wise to heed Iovine’s words. Treating online...

Why mobile analytics is overtaking web analytics

“Mobile has won” – Eric Schmidt, Google Executive Chairman

Mobile Take-Off

As the mobile and tablet market and sales has performed better than the PC market in the past year, the near future as predicted by Eric Schmidt saying that everyone will own a smartphone is becoming a reality.

Mobile use is on an unstoppable rise and recent reports state that mobile traffic contributes to circa 15% of all internet traffic. Due to the rise of mobile, mobile analytics have also had to become more...

By Alon Even, 20 May 2014, 0 comments. Categories: Big Data, Data-driven marketing, Web Analytics.

Mobile is main priority for marketers in 2014, research finds

Research conducted by mobile analytics firm Netbiscuits and Brand Republic has revealed that seven in 10 marketers use mobile and see it as ‘integral’ to their multichannel branding.

The report, entitled ‘Getting Mobile Right: Using Analytics to Create Insight-Driven, Personalised Experiences’, showed that even though the majority of marketers were using mobile, a smaller number had specific goals from mobile.

Just over half (51.97%) of the 5000 respondents across 10 countries said...

By James Bourne, 12 May 2014, 0 comments. Categories: Data-driven marketing.

Simon’s Cat: On social media, engagement and the importance of the story

Feature When Simon Tofield first started creating videos about a charming, yet mischievous cat, it was simply to teach himself a computer program.

Six years on, with book deals, syndications and millions of fans under his belt, he explains that he never expected the success Simon’s Cat has brought him.

“I had no idea it would ever really touch as many people as it has,” he tells MarketingTech. “I think the main reason it has done is because there’s a lot of cat fans out there and the...

Rightmove picks Crimson Hexagon to stay on top of social

Property advertiser Rightmove has enlisted the help of Crimson Hexagon to provide social media sentiment analysis, replacing Radian 6.

This represents a big client win for Crimson Hexagon, whose ForSight analytics tool holds over 400bn social media posts in its database and adds another billion every two days, as well as providing sentiment analysis on a gamut of news stories ranging from the royal baby to

By James Bourne, 11 March 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Social Media Marketing.

Getty Images’ Hugh Pinney on embracing the unknown

Hugh Pinney, VP news EMEA at Getty Images, claims the move by Getty to make 35m of its photos free to use is “the industry catching up to the 21st century.”

The company yesterday announced a significant alteration to its business model, allowing free use of its image library through an embed tool to combat piracy.

Pinney believes the move has been a long time coming.

“I think it’s really exciting,” he tells MarketingTech. “I think we’ve sat as an industry for a long time...

By James Bourne, 07 March 2014, 0 comments. Categories: Advertising Technology, Attribution, Campaigns, Data-driven marketing.

Captify: Is search retargeting the future of advertising as we know it?

It’s official: for publishers and brands, traditional banner ad campaigns simply don’t cut it anymore. With acceptable CTR figures continuing to slide, and users becoming increasingly immune to online advertising, something had to give.

UK-based startup Captify is one of those companies looking to change things round.

While the importance of real time bidding (RTB) models increases, Captify takes it one step further by being one...

By James Bourne, 28 November 2013, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Data-driven marketing.

One in four marketers hasn’t executed a cross-screen advertising campaign

Here’s an interesting survey result, this time courtesy of digital advertising provider Undertone: one in four marketers has not yet launched a cross-screen advertising campaign.

This isn’t to say they’ve not considered it. 84% of marketers surveyed and 92% of agencies said they were considering deploying a campaign – and none of the respondents said they were looking at decreasing their budget for it. Key benefits of cross-screen, according to those surveyed, are raising brand...

By James Bourne, 13 November 2013, 0 comments. Categories: Advertising, Campaigns, Data-driven marketing.