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Updated: 20 min 37 sec ago

Attribute That!

Tue, 05/14/2013 - 1:10pm
Attribution modeling or path-to-purchase analysis? These concepts are often used in the same context -- and, at times, are confused with one another. The purpose of both is to establish optimal touchpoints for consumer interaction with the brand and to optimize individual online channels to achieve the best cost savings and customer experience. So, what is the difference between the two?
Categories: Marketing Metrics

Bring On Good Measurement!

Wed, 05/08/2013 - 9:31am
Online advertisers are blinding themselves. And they're doing it on purpose. The digital channel enables us to track and gather actionable performance data virtually in real time. But we don't do it. I'm not referring to the much-maligned click-through rate, or CTR. Even though CTR still shows up on an RFP from time to time, most of the industry has rightly downplayed the significance of the CTR as a valid performance indicator.
Categories: Marketing Metrics
Wed, December 31, 1969