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.…
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,…
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…
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).…
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…
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…
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…