Analytics & Conversion

Search Campaign Optimization Through Touchpoint Analysis

A vitally important first step to the attribution management process is to gather all the data associated with the “touches” that have been experienced by your target audience both as a result of being exposed to all your marketing efforts and direct traffic. Each “touchpoint” associated with each individual has numerous attributes or characteristics associated […]

Analytics & Conversion

How Search Conversions Are Driven By Display Impression Frequency

Along with the most obvious campaign attributes that impact cross-channel marketing performance — traits like publisher, size, creative, keyword, placement, etc. — are a number of less intuitive factors that can significantly influence your results. Among these more ancillary factors is “frequency” — specifically the frequency with which online users are exposed to a given […]

Analytics & Conversion

Understanding Attribution’s Contribution To Customer Quality

Cross channel attribution management provides the benefit of insights that can inform marketing strategies by revealing the true impact that every marketing tactic, campaign and channel has on your overall marketing success. It does this by scientifically calculating the impact that every marketing touchpoint experienced by your prospects has on achieving a specific marketing goal […]

Analytics & Conversion

How Attribution Helps Search Marketing Inform Other Channels

One of the many beauties of attribution management is the multi-dimensional nature of the analysis that it performs, and the extremely granular nature of the cross channel insights that it delivers to marketers as a result. So not only can a marketer learn which publisher is producing the best ROI or most revenue, but he/she […]

Analytics & Conversion

How Attribution Management Enhances Search Retargeting

The concept of search retargeting isn’t especially new, but it certainly remains in the early adopter stage from a practical perspective. For a while now, companies like Simpli.fi, Magnetic and Chango have been offering marketers the ability to identify Internet users who have performed a search on a given search term on one of the […]

Analytics & Conversion

Is It Time For A New Compensation Model For Search And Digital Marketers?

Pay for performance is certainly not a new concept. But a number of digital marketing industry pundits have publically suggested that attribution measurement should drive a new compensation model for publishers and search engines that’s based on the actual contribution they make to each conversion and dollar of revenue, rather than for the credit that […]

Analytics & Conversion

Attribution Management: The New Frontier In Search

Had you exchanged pleasantries at a 2001 cocktail party, describing yourself as a search marketer, you’d have undoubted been met with a moment of uncomfortable silence and a blank stare. A decade later, it’s hard to imagine a company of any size, in any industry, that isn’t using SEO or paid search advertising to market […]

Receive daily search news and analysis.

Processing...Please wait.