Marketers should adopt blended attribution model

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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

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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

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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

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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

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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

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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

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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

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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?

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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.

Tech vendors appear on new diagram of digital marketing world

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Marketers’ hunger for chart-based imagery of their industry can be seen through the availability of Lumascape charts and now analyst firm Real Story Group has joined the party with an update to its marketing technology vendor map.

Real Story has designed the infographic to have a similar aesthetic to the New York subway map, with different coloured lines representing specific marketing channels, including web content, digital asset management and automation.

One visually...

By Simon Holland, 14 November 2014, 0 comments. Categories: Attribution, Automation, Commerce, E-Commerce.

Financial constraints prevent retailers from embracing omni channel

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Budget restrictions are behind the current lack of an omni-channel strategy among retailers, a new study has found.

Enterprise e-commerce solution Mozu polled 300 CEOs and IT leaders from B2B and B2C retailers to discover that 34% have “insufficient financial resources” to implement a new retail technology.

After interrogating the data further, Mozu reported that both high-revenue organisations and smaller-revenue retailers rated problems with securing the necessary...

By Simon Holland, 10 November 2014, 0 comments. Categories: Attribution.

Sainsbury’s trials m-commerce app that could unify offline and online

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UK supermarket Sainsbury’s is conducting trials of a new shopping app that will allow consumers to add items to a shopping basket on their smartphone while browsing products in-store.

Consumers are set to benefit by being able to create a virtual basket of their favourite products from any location before they shop. Of course, Sainsbury’s benefit from lengthening the purchasing funnel so that it has a single customer view across online and offline.

Other app features...

By Simon Holland, 10 November 2014, 0 comments. Categories: Attribution, E-Commerce.

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.

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.

Attribution and Analytics need to pinpoint the top of marketers’ agendas

Attribution and Analytics technology is very much underused as an integrated marketing solution by marketers and as a result they are missing an easy way to get to know their customers better.

With the main motivation for marketers this year being integration, they need to understand which digital platforms customers use most and be aware of  what conversations they are having on these platforms, as well as being aware of consumer purchase behaviour if they are ever going to formulate an informed...

By Mat Perkins, 23 April 2012, 0 comments. Categories: Attribution, Data-driven marketing, Web Analytics.