A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

How much of your ‘working media’ is actually working?

The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.

It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:

1.   Work with partners who can give you full transparency of the programmatic value...

By Joey Henderson, 08 October 2018, 0 comments. Categories: Advertising Technology, Attribution, Programmatic.

Five steps to avoid wasting your display advertising budgets

There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data-driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversion each partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets.

By Tiago Vila Verde, 28 August 2018, 0 comments. Categories: Advertising, Attribution, Programmatic.

What’s next for attribution when two-thirds of cookies are rejected?

In the early days of digital advertising, hopes were high that the industry was entering a new era of accountability. And, for a while, it did. When everyone used one browser and one device, tracking tools such as the cookie functioned as a viable approximation of individuals that powered accurate measurement and attribution.

However, times have changed.  

Not only do consumers make their activity harder to trace by using multiple connected devices — at least three per...

By Peter Falcone, 25 July 2018, 0 comments. Categories: Advertising, Attribution, Personalised Marketing, Publishing.

Adobe adds batch of new marketing tech & analytics features

Adobe has announced a suite of updates to its cloud marketing stack, including attribution improvements and the ability to hyper-personalise ads for marketers in the travel sector.

The software company launched Attribution IQ at Cannes Lions earlier this week, an update to its Analytics Cloud that will offer marketers a 10 different models for measuring the effect of their marketing campaigns.

In a blog post, Adobe Analytics’ senior...

AppNexus launches ad industry’s first programmable demand side platform

AppNexus is hoping to shake up the world of buy-side advertising with the industry’s first programmable demand side platform (DSP).

The AppNexus Programmable Platform (APP) uses machine learning in order to allow traders to manage and execute multiple customised and complex strategies. The company states that the platfrom allows for greater effecinecy in setting up campaigns, as well as managing and modifying them. Traders buy views rather than impressions with the platfrom’s identity and...

By Colm Hebblethwaite, 06 November 2017, 0 comments. Categories: Advertising Technology, Attribution.

Analyse, report, repeat: Here’s what you need to be tracking

When your boss asks you how the online marketing efforts are doing, what do you say? “We’ve increased impressions by 30% and traffic is up 15%.” Do you know what that means for business growth? Does your boss?

Digital marketing is great for equipping businesses and marketers with the data to define their success and find unending opportunities for growth. Unfortunately, this also makes it incredibly difficult for marketing leaders to determine what truly matters to grow their company.

And yes, I say grow...

By Kathleen Lavallee, 10 August 2017, 0 comments. Categories: Attribution, Best Practice, Data-driven marketing, Web Analytics.

Dyson: Lessons from its first retail experience

(c)iStock.com/Petar Chernaev

Dyson's just opened its first dedicated UK store, taking its offering up a notch. But how did the business' first retail concept fare against other innovation heavyweights in terms of customer experience?

Of course, brilliantly. But we could still urge them to go further.

The store seems aesthetically sharp and alive with motion. Its salon experience is equipped with in-store hair stylists, meaning Dyson drives understanding of its...

By Kevin Gill, 28 July 2016, 0 comments. Categories: Attribution.

Marketers should adopt blended attribution model

(c)iStock.com/a-wrangler

Marketers should look to a blended attribution model that combines both ad views and clicks for the greatest success, according to AdRoll’s whitepaper The Blended Attribution Playbook.

In AdRoll’s 2016 State of the Industry Report, published earlier this year, it found that 84% of marketers said that attribution was critical or very important to marketing success, up from 35% last year.

AdRoll claims that last click measurement only measures a portion of an audience, as...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Attribution.

A tribute to the legendary B2B Marketer John Lennon

©iStock.com/stevanovicigor

Time to pay homage to one of the unsung B2B marketers of the ages: John Lennon.  Yes, outside of his music hobby, he was quite the digital marketer. He was just before his time, that is all. In fact, I like to think the iconic classic ‘Revolution’ was the anthem to B2B marketing: “You say you want a revolution. Well, you know. We all want to change the world. You tell me that it's evolution. Well, you know. We all want to change the world.”

Yes, changes –...

By Steve Gatto, 26 February 2015, 0 comments. Categories: Attribution, Data-driven marketing, Personalised Marketing.

Google claims to be winning battle against bad advertising

©iStock.com/JasonDoiy 

Bad advertising comes at a big cost to the marketing industry but the battle against it is being won according to Google. It claims that in 2014 it disabled more than 524 million bad ads and banned more than 214,000 advertisers from its platform.

Of these 7,000 advertisers were banned for promoting counterfeit goods. That was half the number of 2013 and a massive drop on the 82,000 banned in 2012.  It says that its advanced enforcement systems are increasingly difficult...

By Liz Morrell, 04 February 2015, 0 comments. Categories: Advertising, Attribution, Paid Search, Search Marketing.

Omni-channel by default

©iStock.com/Drazen_

Today there are more devices connected to the internet than there are people in the world. In fact, looking specifically at mobile, the GSMA reported that global mobile connections passed the 7 billion mark in April 2014; predicting that by year-end, global connections would match the 7.2 billion global population total projected by the United Nations.

Mobile devices are increasingly becoming the first go-to device for communications and content consumption, according to Gartner. Its...

Why 2015 will be the year of the customer

©iStock.com/JasonBatterham

As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Mobile’s dual personalities

©iStock.com/IgorDutina

Mobile has emerged like a juggernaut. It has smashed both the public’s and business’s perception of computing and transformed a gadget into something more akin to a life support system. Yet mobile devices and the software they run exist in parallel worlds.

There is the “just like a computer or TV only smaller” contingent, which is mostly B2C. There is the “gateway to the enterprise” market, which is pretty much all B2B. And there is the B2E...

Businesses must stay ahead of EC Data Protection Reforms, warns IAB

©iStock.com/PaulGrecaud 

It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...

Digital commerce has impulse buying on the ropes

Picture credit: iStockphoto

Modern shoppers are making more stops than ever before on their route to purchase, with Rakuten Attribution reporting that visits to the same store prior to a conversion have tripled in the last four years.

Rakuten Attribution’s Measuring the Modern Shopper white paper found that consumers make nine and a half visits to a retailer’s site before deciding to buy, rising from three and a half in January 2010.

The study reinforced a survey from professional services company...

By Simon Holland, 25 November 2014, 0 comments. Categories: Attribution, Commerce, Data-driven marketing, E-Commerce, M-Commerce.

Which of these four types of marketer are you?

Picture credit: iStockphoto

Recent research found that 84% of marketers now regard the rise of the digital native as overwhelmingly the most important (or a very important) factor affecting marketing plans. So while we welcome the digital generation we must also re-tool our mind and skill sets to the new marketing order. This though appears to be the biggest hurdle.

Skills shortages, lack of experience and budget constraints as a hangover of the recession continue to plague the digital marketing landscape....

By Dr Charles Randall, 19 November 2014, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.