In the midst of the daily hustle to drive growth, marketers are often left with little time to reflect on what they would’ve done differently if they had the chance. Indeed, many have little time to deploy new technologies, much less pontificate about how those experiences could be improved.
The customer journey is a long and winding road, but so often attribution models only look at a small sliver of the path to conversion.
As the dust settles from post-holiday January returns, retail marketers are looking for ways to generate growth in Q1 and beyond. To succeed, marketers must be prepared to look beyond the confines of in-store versus online & appeal to ever-evolving shopping behaviors.
As advertisers demand more transparency and consumers demand more privacy, data quality becomes evermore important. How are marketers adjusting to improve measurement accuracy while maintaining compliance with an ever increasing array of privacy laws? In short, they are investing more heavily in data.
As traditional retailers struggle to maintain the excitement they drummed up over the holidays, there is much to be learned from the marketing tactics of the direct to consumer brands successfully engaging their ever-growing audiences.
Your holiday campaign was successful. You kept your CPA in check while driving higher conversion volume than you were hoping for. Now what?
Every week, a new article is published about the number of users who block or otherwise find ways to ignore advertisements. While advertisers can prioritize bidding into verifiably viewable inventory to ensure their ad is seen, the quest for captivating audiences doesn’t stop there.
If a campaign successfully reaches an intended individual, will their recollection of the message be positive, or will they be annoyed? The answer relies on a number of factors.
If marketers were to believe media consumption metrics as an absolute truth and a barometer for attention, it would seem that the public either never sleeps or never takes their eyes off a device.
Testing is core to marketing, but reporting on a myriad of experiments across a plethora of partners is a headache. Setting aside the ideal goal of sensible and accurate multi-touch attribution, simply getting data to jive and integrate into the same dashboard is no easy task. In many cases, it’s akin to mixing oil and water.
As marketers rightly seek and demand better, clearer reporting into the efficacy of their media spend, so advanced television campaign measurement and attribution is receiving more scrutiny. To aid marketing teams in this pursuit, the IAB has released an advanced television attribution buyer’s guide, and there are a few key takeaways every omnichannel marketer should take note of.