• http://kanban.se Gustav Bergman

    Very interesting article, with some nice takeaways. But what is the exact definition of the terms static CPA, static ROI, dynamic CPA and dynamic ROI?

  • Pat Grady

    “Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics”
    “may”? Oh the things I’ve seen. Change that to “are”. Attribution is often the source of confusion, which is weird, isn’t that the root of things. If you cant figure out what to aim at exactly, shoot and measure the results you do get, adjust, repeat, develop offsets, shifts, biases, understanding, causality, funnel length, segmentation tactics, turned off experiments. It’s a higher hill puzzle, employ higher hill tactics.

  • Pat Grady

    “Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics”
    “may”? Oh the things I’ve seen. Change that to “are”. Attribution is often the source of confusion, which is weird, isn’t that the root of things. If you cant figure out what to aim at exactly, shoot and measure the results you do get, adjust, repeat, develop offsets, shifts, biases, understanding, causality, funnel length, segmentation tactics, turned off experiments. It’s a higher hill puzzle, employ higher hill tactics.

  • Pat Grady

    “Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics”
    “may”? Oh the things I’ve seen. Change that to “are”. Attribution is often the source of confusion, which is weird, isn’t that the root of things. If you cant figure out what to aim at exactly, shoot and measure the results you do get, adjust, repeat, develop offsets, shifts, biases, understanding, causality, funnel length, segmentation tactics, turned off experiments. It’s a higher hill puzzle, employ higher hill tactics.