Google has rolled out the data driven attribution to most accounts now. It requires quite a large amount of data to work though. Using data driven models simplify optimisations. When the models work they make it easier to analyse campaigns based on the amount of revenue or conversions they have contributed with. This makes…
DetailsMarketing attribution is surfacing in marketing discussions more and more. Marketing attribution arrives with the promise of solving an old problem. How to know which half of the marketing budget is wasted. It was famously John Wanamaker who coined the phrase first. However, marketing attribution is complicated. Attribution is not complicated because of the algorithms…
DetailsThat is something quite many of us would like to do. CPC’s get more expensive constantly so therefore getting the most out of the budget is important. For those interested in more background on PPC marketing: https://en.wikipedia.org/wiki/Pay-per-click Google is getting quite smart about understanding what kind of clicks are valuable to the user (=the searcher…
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Salesforce, without mincing words, is one of the best (if not the best) customer relationship management platforms used by CRM experts the world over. Its importance in the overall improvement in customer service, creating efficiency, managing database, fostering better communication with clients and other well-documented benefits cannot be overlooked. On the other hand, Google Analytics…
DetailsMarketing data integration tools compared: Funnel.io vs. segment Here we are taking a quick look on the customer data integration tools funnel.io vs segment. Both of them are quite widely used by marketers. But in a bit different setups and actually also regions. We run into both of them at our clients, maybe sofar…
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Three things we learned from a failed product launch We spent a few months of time and resources developing our ‘search terms optimiser’. It shows the user the search terms that were matched to broad keywords or phrase matches to keywords on Google Ads and Bing. These are generally much more expensive. An example in…
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We take a look at the two data driven attribution models used in marketing. Shapley value Markov Model Illustration of the Shapley Value by google: source: https://support.google.com/analytics/answer/3191594?hl=en Markov Model: The removal effect of the markov attribution model: A real markov model with customer journeys:
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The United Kingdom is one of the leading countries in the field of digital marketing. Among more than 250 000 marketing agencies one can find both small, medium class and full-package companies. They all are suppliers of marketing services for such global influencers as Google, Nike, and Dell. But with the wide range, the difficulty…
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How do you measure ROI or ROAS for affiliate programs like connexity, shopbots and AWIN? Many of our clients use the data driven attribution in windsor.ai to measure the performance of affiliate and price-comparison marketing channels. The multitouch attribution modelling gives you the conversions or revenue the affiliate programs helped bring. This is not…
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Building the annual marketing plan is never easy and with fast-moving new ad-formats and platforms, it’s becoming increasingly difficult. You need to take into account business goals and objectives to create a marketing strategy based on how to reach those. It’s easy to either make the plan too complex and not actionable, or too rigid…
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Research and Markets has named Windsor.AI as one of the TOP 15 major vendors offering multi-touch marketing attribution software and services worldwide. This list is based on an in-depth competitive analysis of key players in the marketing attribution software market which looks into their company profiles, recent developments, and key marketing strategies. With the growing number of marketing…
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A look at the AI readiness among the top marketing and advertising agencies in Switzerland We come in contact with many of the top marketing and advertising agencies in Switzerland and analyze advertising campaigns that have been set up by the leading agencies. As an attribution company and google partner our software analyses many campaigns…
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The New Year has just begun and if you are still working around old PPC strategies, then it’s time for you to add some latest ones to your list. After all, you got to become the PPC master and make the most out of your campaigns in 2019. Many businesses use PPC management software to…
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Marketers globally have many options at their hand to promote and acquire traffic and sales for a business. They can have up to 100 different tactics to add to their marketing processes. On an average, a marketer uses more than 15 different tactics to promote their products. Not to mention that for enterprises,…
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Where digital marketing has completely changed the dynamics of marketing and advertising in the past few years, there are some serious challenges that have been brought out in the digital marketing world. Many of these challenges are widely considered as the measurement or tracking issue rather than the marketing performance issue. In order to solve…
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It is extremely tough to identify marketing channels where you can put more efforts for getting desired results and stop working on those channels that are killing your marketing budget. But, with the help of attribution modeling, you can discover all those hidden marketing campaigns and touch-points that can effectively boost the revenue of the…
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It is quite helpful to have expertise in handling attribution modeling as a successful marketer because it will help you identify the areas where you should spend and not spend your marketing budget. However, sometimes, lack of knowledge becomes an issue and instead of revealing the truth, marketers start to make guesses regarding attribution modeling.…
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With the passage of time and advancement in business technology, digital marketing services are becoming the forefront channel for businesses to promote themselves and acquire new customer’s. From a small 15 person company to enterprises with over 5000 employees, digital marketing has become ever essential. As digital marketing continues to introduce new terms as a…
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Finding a good media marketing and advertising agency in a place like Singapore might seem easy (because it’s a very small country) but in reality, it’s difficult. Being in a small country, the marketing agencies might be a handful, but similarly there references would be too. When looking for advertising agencies in Singapore and digital…
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Key Performance Metrics lays the foundation of any effective PPC marketing campaign. However, a large number of businesses don’t give much importance to all those metrics that can assist them in tracking the failure or success of their PPC investments. They focus on other complicated factors to measure the impact of their PPC marketing which…
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Windsor.ai has been successfully providing data-driven insights on good-performing vs. bad-performing campaigns for enterprises globally. Our attribution modelling software utilizes advanced Machine Learning (ML) and AI (Artificial Intelligence) algorithms to scour heaps of marketing big data to uncover real marketing intelligence. With our growing user-base and need for automating the bid optimisation processes, we have…
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Don’t worry; you’re not the first person who’s asked themselves this question: “How do I measure how effective my TV advertising is?” This question has come up frequently among marketers recently, as all advertising is now being quantified. Every marketer wants to know exactly how well their marketing is doing – and that’s a good…
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When it comes to your business, your marketing is everything. If your marketing isn’t bringing in sales, your business isn’t making money. But how do you understand how well your marketing is doing? Marketing Mix Modelling. Marketing Mix Modelling on the surface, sounds complex, but it’s very simple once you break it down; and once…
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It’s a question every marketer asks themselves. When you’re spending money on PPC advertising, you expect a reasonable return. But with Google’s Ad Words dominating the space, and the market so saturated, is it worth fighting everyone else for a slice of the pie? Bing Ads has been around in its current form since 2012…
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Marketers and companies have been struggling to match Facebook conversions to Google Analytics data, with no luck. And they won’t succeed so easily. That’s because they both use different attribution models. Google tracks cookies on a single device at a time. While Facebook follows user activity spanning many devices. Now, marketing problems arise due to…
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The performance marketing and attribution modelling startup I founded likely made 40 million CHF more in profit than Siroop in its first year. As you maybe heard Siroop is now being folded into microspot: https://www.blick.ch/news/wirtschaft/coop-uebernimmt-komplett-swisscom-gibt-onlineshop-siroop-ch-den-schuh-id8244357.html This isn’t because we did anything particularly remarkable. Typically our clients improve their marketing ROI 15% or more. We focused on…
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Suppose YOU own a small old-school electronics warehouse carrying an inventory of PC parts, laptops and electronics components. So far you have hired 3 Sales Assistants to work 9/5 at your store. One day first of the Assistants sees a potential customer staring at a new laptop model at the warehouse’s front showcase. Not…
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Article in German: Multitouch attribution modelling in real time for CSS insurance
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What is the price of a click? Facebook says a click in Southeast Asia is $0.11, this however is not the true cost of a click as implied by the title. In “Clicks, Clicking Away to Obscurity” we concluded that there is a lack of direct correlation between clicks and the desired business action (conversion).…
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At Windsor.ai, our team managed to talk with many leaders in Digital Marketing, whose companies are at different stages of data-driven decision making and implementation of Attribution Modelling. I would like to share our findings and the key challenges of four categories that have been observed: We don’t use attribution but we should get started…
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We’re delighted to see windsor.ai on the new Swisscom AI startup map. Onwards and upwards!
Startupticker.ch – The Swiss start-up news channel published a post about our launches in the APAC region. Read post on Startupticker.ch
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Or alternatively: Why attribution modelling is important and how you can avoid wasting your advertising budget This true story is all too common: A medium sized e-commerce company was looking to increase their sales. They were already spending six figure amounts on Google AdWords, display and search campaigns. These Google Adwords campaigns were generating almost…
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Since the dawn of online advertising, marketers have been tracking click-through rates (CTR) and it remains the go-to-metric for gauging an ad’s effectiveness. Not only do clicks offer a straightforward way to track direct response, it is also easily calculated. A click on a banner ad means a new lead or a sale. The Rise…
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So many decisions; which one to make? You’ve integrated your data streams from your marketing channels. You have access to holistic raw data about the consumer interaction journey. But what attribution model are you going to use to base your decisions on the significance of each marketing channel? There are a number of…
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With increasing competition, businesses strive hard to come up with the best techniques to reach sales goals and grow. Data integration of information from our marketing channels is one such approach. Many companies adopt various measures to keep things on track and manage data. They use many cloud applications to handle different business operations in…
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A Markov graph illustrating probabilities of individuals interacting with certain channels proceeding to another channel or to a conversion, as output from Windsor.Ai Attribution Insights for a Switzerland-based company. Facebook and Google are significant in leading to a conversion, with Admeira and Tamedia relevant but not nearly as influential. Here at Windsor.ai, we are…
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Betty Bossi chooses Windsor.ai for attribution modeling and customer journey insight and campaign optimisation. “We are thrilled to support Betty Bossi with attribution modelling and optimising user journeys and campaigns across the multiple touch points. We are excited that Betty Bossi is looking to use advanced methods like machine learning and algorithms like Markov Models for the…
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If you read our “What to Focus on in Marketing Attribution”, you probably know what it is and how you can make the most of it. However, sometimes, we need more inspiration to get started with innovative things in life and bid adieu to the traditional ways that are of less importance. In this post,…
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So you’ve managed to integrate data across your various analytics streams as well as from your offline customer relationship management (CRM) system. You want to extract Business Intelligence (BI) from it, but which dashboard system is best for you? Let’s find out, taking a look at the offerings from three different competitors: Tableau, Qlik, and…
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Got a mature analytics platform? Great! Have a physical store where customers interact with your business face-to-face? Excellent! But are you connecting those experiences together? Let’s put the two halves together! You can’t get a comprehensive view of your relationship with your customers without tying together the offline and online streams together…
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About the Company P+SBD is a leading digital marketing agency headquartered in Finland. The company focuses on information technology and data to create compelling marketing strategies for other business and maximize returns on marketing investments. P+SBD has a number of high-profile clients, including Finland University. The Problem P+SBD wanted to unify their data streams with…
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TODAY’S MARKETING ENVIRONMENT AND THE COMMON PITFALLS Marketing attribution has never been more impactful, yet complicated as it is today. Thanks to the influx of marketing channels and devices, layers of complexity are added to what was, a few years ago, a simple funnel. Concurrently, data is easier to track, and there is a hype around…
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Any business that needs clients needs to reach out with a marketing strategy. But you can’t rely on a static solution and leave it alone, as our marketing environment continues to change rapidly. Government regulations can allow new forms of customer outreach or restrict preexisting ones, such as through anti-spam legislation. New innovations in consumer…
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In today’s e-commerce ecosystem, work involving customer analytics and data science are in high demand. In 2012, Harvard Business Review rated Data Scientist as the sexiest job of the 21st century. While organizations invest in advanced analytics tools and the talent to operate these tools, the one component that makes or breaks the effectiveness of…
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