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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We are receiving quite many questions concerning the differences between the markov model and shapley value data driven attribution models. So I thought we would cover the main differences in a blog post. Regarding the sophisticated models the questions are mostly regarding the differences in Shapley value( aka. Game theory ) and the Markov model.…
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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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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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