What is marketing attribution? According to Wikipedia, in marketing attribution, or marketing attribution modelling is the identification of a set of user actions towards a goal, or a conversion, which we’ll refer to as touchpoints and then the assignment of a value to each of these touchpoints. The goal of marketing attribution is to get…
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Table of contents Overview Attributions and costs Conversions Overview In this article, you’ll be able to find information and answers to the data structure. After setting up our platform, you’ll have access to the data through a dashboard or through the API. Below, you’ll find all the tables, their columns and metrics we make available…
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We are so excited about 2020, as it’s going to bring a lot of changes, innovations, and opportunities. But, at the same time, it will bring many challenges for digital marketing. A digital era (and the era of AI), bring us a diverse range of technology tools to help marketers. We can easily create content,…
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In this digital day and age, changes in business intelligence software happen so quickly that some businesses are often left scrambling to catch up. Every year, there seems to be a list of business intelligence tools for SMBs that entrepreneurs and business owners need to look at if they don’t want to be left in…
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A/B testing helps. When it comes to choosing your bidding strategy you should make sure that the way you are running your ads is the most efficient. In this article, we will cover some learnings from our side and share tips on how to get started with A/B tests. The focus is on paid search…
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So you rely on data when making decisions, right? And you’ve heard of Supermetrics. Or maybe already use it. If no, Supermetrics helps to get all your marketing metrics in one place. It is the first step to make data-driven decisions. So you need to choose who’ll help you with this carefully. With all honesty,…
DetailsData integration and multi-touch attribution is clearly a topic that is often talked about but hardly ever implemented. This introduction should help you to understand what steps you will need to take to get started in less than 10 minutes on your own: Integrate your analytics data from Google Analytics Integration your costs data from…
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Capturing view-through conversions is not easy. Advertisers and marketers using Google Analytics 360, also known as Google Analytics Premium, have impression tracking available (if enabled). Our November 2019 release helps the larger advertisers and publishers we work with to merge the impression-and click-stream data (across paid and organic activities) from Google Analytics 360 and apply…
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It’s easy. When you understand how to set up Google Analytics UTM tags in the right way, you’ll be able to accurately measure your digital marketing performance. UTM tags offer the greatest accuracy for measurement in digital analytics today. They help you to measure any traffic across the whole spectrum of digital advertising, both organic…
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Quite many of our users use data-studio for management reporting, here is a template to make it easier: https://datastudio.google.com/open/1vZy6Th9WoSbvB0R5ZNleu_Uz42ZhDa4z To start using it: Sign up for windsor.ai here: https://onboard.windsor.ai/ Start using the template here: https://datastudio.google.com/open/1vZy6Th9WoSbvB0R5ZNleu_Uz42ZhDa4z You can of course use windsor.ai dashboards for the budget and bid optimiser but for those who…
DetailsWhen and why the lead forms integration is needed A lead form is a form that allows a customer to provide his/her contact information to the advertiser. The form contains a few fields that are filled in by the customer, and a button to apply for a product/service, book a follow-up call/email, get a price…
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In marketing measurement, there are two common ways to giving credit to each touchpoint in a conversion sequence: post-view, also known as a view-through conversion, and post-click conversion. As briefly mentioned in our general overview post on the topic of marketing attribution modeling, the decisions on whether to measure based on a post-click or post-view…
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In case you have previously managed Google Ads campaigns, you are most likely familiar with the topic of auto-tagging. Auto-tagging is a feature which helps to track and optimise Google Ads performance easily and automatically provides you with all campaign insights in Google Analytics. However, there are limitations to auto-tagging as soon as you go…
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Analysing online customer journeys in 3D Why does customer journey analysis matter for marketing attribution? At windsor.ai we focus on attribution modelling. You might wonder what that is. Specific to marketing this means our algorithms analyse customer journeys and measure the impact of the different marketings touchpoints along the customer journeys. Marketing attribution is a…
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What are ETL tools? ETL tools are used to extract, transform and load data from different sources in different formats. Marketing data by default is siloed, which means you have a different data set in Google Ads, Facebook Ads, Google Analytics and Salesforce as they are not built on the same technologies. The different sources…
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Advertisers in industries with expensive products which are often bought offline, such as luxury products and cars, often face the following question by their management: “Now that we are advertising digital and we can track customers, show me how these efforts pay off for the business.” Now technically it is possible to measure and track…
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The world is changing at a pace faster than ever. Humans’ ability to adapt to technological change is increasing, but it is not keeping pace with the speed of scientific & technological innovation. As Thomas Friedman notes in his book Thank You for Being Late: An Optimist’s Guide to Thriving in the Age of…
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Windsor.ai is excited to announce that we’ve been selected by Facebook as a Premium Marketing Partner, a major milestone that officially sets Windsor.ai as one of the top Facebook marketing attribution providers worldwide. As a Premium Partner, Windsor.ai now has access to exclusive resources, tools and support from Facebook to drive even greater results on paid…
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Facebook is playing an important role for most performance advertisers. However, understanding how Facebook contributes to the overall conversions is one of the trickiest questions. First of all, Facebook encourages you to look at the Facebook conversion data while Google is telling you a whole different story using the last-click based Google Analytics data. The…
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Google Data Studio is taking the analytics and performance marketing industry by storm. Many of our clients have management reporting dashboards set up in Google Data Studio so we decided to support it as well. While the active optimization components in the Windsor.ai platform such as the campaign and bid optimiser will not be available…
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Marketing attribution 101 Marketing attribution and why it can help you to optimise your display or programmatic advertising so you can get more customers.
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Here in this video we take a look at what is attribution modelling. The video is quite basic but covers the basic aspects and also why attribution modelling is important. Here we go more into the different models https://www.windsor.ai/list-of-attribution-models/ And here is wikipedia’s definition of attribution modelling: https://en.wikipedia.org/wiki/Attribution_(marketing) Though the definition there as…
DetailsSingapore, 24 October 2019 – Club Med, a company specialising in all-inclusive holidays, has selected attribution modelling and data integration company Windsor.ai to provide regional insights and optimisations after a successful pilot. The optimisations will cover 7 markets, including Singapore, Malaysia, India, Indonesia, Thailand, Taiwan and Japan. The decision to onboard additional countries onto the…
DetailsRetargeting ads, also known as remarketing, are gaining momentum in the paid media arena. According to Baymard.com 69.57% of online purchases are abandoned at the shopping cart. Remarketing can be a strong influence to reengage and help to close the deal. The emphasis here is on the word help. From our experience, remarketing plays really…
DetailsAs a best practice, performance marketers should always tag Facebook traffic to measure the ROAS/CPA of campaigns in Google Analytics. When you rely solely on the Facebook Pixel for conversion information, you are assuming that Facebook provides unbiased and complete data. Since advertisers tend to show themselves in the best light, it is a smart…
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Are you considering integrating a marketing data pipeline software? We’re here to help. Even though we specialize in marketing data pipelines and attribution modelling, our goal is for you to walk away satisfied, and part of how we achieve that is by providing information on all types of platforms, not just the one we sell. We want you…
DetailsAttribution modelling in R an example Here I am going into some examples in attribution modelling in R. It is a complex topic and much more can be said about it than I will be able to do here. I will here go hands on mostly into the markov model using the channel attribution package…
DetailsEarlier this year Google announced that the Average Position metric will be unavailable starting in October. While for most of our users it seems to still be available, we don’t know when it will actually stop working or how reliable it has been for the last few days. Therefore Windsor.ai added a few new metrics…
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Price-comparison sites like billiger.de, toppreise.ch and comparis.ch can be very profitable marketing channels. This is true especially in e-commerce, but also some other competitive industries. The billiger.de api is not necessarily required even though it helps with optimisations and automating the data-flows. The attribution modelling and measuring the marketing ROAS based on multi-touch attribution…
DetailsI have been involved with and founded a number of startups. I founded Finland’s first VoIP operator in 2003, we got up to 500 enterprise customers before we sold the company five years later. I was the lead Data Scientist at Pryte, a startup acquired by Facebook in 2014. I was the head of Data…
DetailsQuite Many of our users are asking how they can visualise data driven attribution data in Power BI. The need is usually to get Google Analytics unsampled, Google Ads, Facebook and windsor.ai attribution data into a tool the company is already using for dashboards internally. Sometimes also visualising TV-attribution performance data is needed. …
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Many of our clients are using Connexity for advertising and it is generally performing really well. Some of our clients have been quite surprised how well it performs once they see the ROAS. This can easily be achieved in parallel to using the connexity tags. Typical client situation is that they use Google Analytics…
DetailsWindsor.ai API query documentation Quite many of our users have been asking about visualising data in Data Studio, PowerBI or Tableau. Some also asked to be able to pull data into R or Python. We are therefore publishing an API to support connectivity into any tool. Later we will also support not only pulling data…
DetailsSome of our clients like to not only use the high-level budget optimiser but go very granular with their analyses. They sometimes analyse the attributed revenue for every keyword and the customer journeys containing those keywords. This way they get data driven attribution per keyword and journey. Here is an example of what it can…
DetailsWith myriad systems of customers, channels and campaigns, it can be difficult to keep all of your marketing data connected. With new data sources being added all the time, it’s essential for marketers to have the tools to continuously support their data integration needs. Data integration allows businesses to bring together all of their various…
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Here in this post I write about the three stages towards data driven marketing. Most organisations are in one of these stages and some are moving trough them fast. The stages can roughly be categorised in Non-data driven marketing and decisions Awareness and transitioning phase Data driven marketing decisions and experiments Where a company is…
DetailsLooking at the cost per lead across your paid media campaigns, especially paid search and social media can be deceptive. Too often we have seen that the campaigns with a low cost per lead hardly convert into enrolments. Optimising on a cost per lead often leads to false positives. From an attribution modelling perspective, lead…
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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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What if your best customers come through a channel you overlook? Maybe it wasn’t the right decision to turn off that hight traffic Google Ads campaign because of no conversions? Those visitors might get back to your website a few times more and eventually buy your stuff. Maybe it’s just you didn’t know it? So…
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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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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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