Attribution: ‘Stitching’ sessions together gives a unified view on ad spend across Facebook and Google
Machine learning can unravel customer journeys and unify data hidden in silos to finally give marketers clearer vision on how to optimise ad spend.
Data trends in 2021: the expert view on cookies
As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.
How to deal with Facebook’s view-through conversions when aggregating data from multiple platforms
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
New approaches to digital marketing measurement
Marketers must be aware of the impact that technical and regulatory industry changes are having on the way they measure their digital marketing activity. For some, no changes will be required, for others, new methods must be sought to measure activity.
Measuring Digital Marketing Effectiveness Best Practice Guide
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
What impact is Safari ITP having on marketing attribution?
In early 2019, there was alarm about the potential impact of Safari’s Intelligent Tracking Prevention (ITP) on marketing analytics, including Google Analytics.
Quick Guide to Maximising the ROI of Digital Marketing
A quick guide covering the main areas that marketers should consider when setting their measurement strategy, including the benefits of calculating ROI, how to select the right ROI model and getting to grips with data.
A day in the life of… EMEA Marketing Director at mobile attribution platform AppsFlyer
AppsFlyer is a mobile app measurement and attribution analytics platform that helps app-developers, brands and ad-agencies measure and optimize their users’ acquisition funnels. David Llewellyn is the company’s Marketing Director EMEA – we caught up with him to ask about his typical day. Hi David. Please describe your job: What do you do? David Llewellyn: […]
How to get the best out of Google and Facebook’s free attribution services
Should we be excited about Facebook Attribution? I certainly think so.
The growing conflict between privacy and attribution threatens marketers
Companies now spend over $100bn on digital advertising in the US alone and not surprisingly, they want to know whether or not that money is being spent well. Unfortunately, despite the fact that digital channels are theoretically the most trackable, attribution remains a significant challenge for many marketers.
Influencer marketing measurement needs to become more strategic
If 2018 was a turning point for influencer marketing (with the ASA signalling a crackdown on bad behaviour), 2019 looks to be the year that the industry makes real progress.