The Marketing attribution blog

Welcome to the Marketing attribution blog. This blog is our contribution to the ongoing conversation on the impact of Big Data on marketing and marketing organizations. A collection of feature articles, hot topics and product news that we hope you and your teams will find valuable.

Or are they mixing in prospecting views to lower the CPM?

Most advertisers agree that retargeting, which allows you to get past visitors or cart abandoners to see relevant ads based on their previous visit to your site, help their business performance.

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If online attribution has become a hot topic in the past few years, TV attribution is now even more an area that advertisers are trying to tackle, with varying success.

While online tracking is relatively easy thanks to the use of tracking pixels, establishing a link between a TV spot being aired and a subsequent site visit is far more difficult. There is no link between your TV and the handheld device you are using to browse online. So how is this technologically possible and why does it matter?

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Import Wizaly’s algorithmic attribution results directly in Google Ads and manage your paid search activities with an eye on real ROI at all times.

The aim of an attribution platform is to provide actionable insights and ultimately help you spend your ad dollars in the most efficient way possible. 

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The 12.2 version of the Safari browser which is expected to be released end of May will include a new ITP (Intelligent Tracking Prevention) update. Apple’s aim is to protect user privacy, but the Cupertino firm is also clearly taking aim at Google and Facebook whose businesses rely on data collection. Putting Google and Facebook aside, this release is making digital performance measurement much harder for everyone.

 

What is the real impact of ITP and more importantly, what solutions have you got?

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Display campaigns are probably the most difficult of online channels to assess. The reason being that most of their impact resides with a user seeing and hopefully remembering an ad, rather than clicking on it. The industry average click through rate for display ads is 0.08%: of 10,000 banner views, only 8 will generate a click and a visit to the site (and some of these clicks are accidental but that’s another topic).

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According to Salesforce’s report [1] on the state of marketing in 2017, 60% of marketers today use artificial intelligence tools. In particular for product recommendations or to predict clients’ or prospects’ decisions.

Collectively, the tools that enable to anticipate customers’ behaviors on the basis of models that leverage data – also known as predictive marketing – are becoming key in the decision-making process of players in a variety of industries.

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