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Attribution. A word that that many equate with another noun: confusion. The growing bewilderment around attribution is due, in large part, to the increasingly complex and overgrown marketing landscape. To help bring some clarity and consistency to the topic, we’ve written a new e-book titled, Marketing Attribution in a Multi-Touch World. This extensive, in-depth e-book covers: The areas within your organization that are affected by attribution Why attribution is vital to the...
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Let’s say you have an adorable kiddo. Who/what do you think should get credit for your charming child? You and your partner? The singer of the mood music you were listening to on that oh-so-special day? That first date? How about that family member who introduced you and your partner in the first place? How, exactly, do you attribute which path along the journey gets credit for your child’s existence? This witty yet poignant analogy was shared in recent webinar that we...
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This article was originally published on TotalRetail Retailers can’t just decide not to pay Google for the people who clicked on their search ads because they don’t feel like it. The same goes for affiliate marketing relationships. Just because they’re paid based on performance, it doesn’t mean they only require seconds of your time and a few dollars every quarter. Like any other business partner, affiliates deserve compensation for their work. Why Retailers Break Up With...
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A few years ago, assigning credit to a marketing touchpoint (attribution) was a fairly simple process. But as new marketing channels and technologies emerged, determining the value of each touchpoint became more complicated. Today, marketing involves multiple digital channels, including search, display, social, mobile, video, and affiliate. Most companies understand the need for some sort of multitouch attribution and have settled on an internal model that helps them assign credit to...
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This article was originally published in Internet Retailer. A shopper may research several sources and see a number of ads before purchasing online, and retailers struggle to attribute sales accurately to marketing channels. Doing it badly can reward the wrong programs or affiliates. But there are ways to do it well. When a soccer team scores a goal, which player deserves the credit? Of course, the easiest answer is the player who kicked the ball past the goalie, but it might not be the...
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2015 is here which means marketers are reflecting on past successes and contemplating what the new year will bring. Digital channels grew by leaps and bounds in 2014, with global advertising spend increasing 16.7 percent and surpassing 25 percent of all media spending for the first time. This trend will continue in 2015 with global spend on digital predicted to jump 15 percent bolstered by mobile and social ad campaigns. To support digital marketers during this important planning period,...
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A largely unnoticed, yet important event in affiliate attribution occurred a few weeks ago and may set the stage for larger industry changes. The change was made by our friends at Wayfair.com, a major online home store for furniture and decor, which significantly altered how it will compensate and value the affiliates in its program. In a notice sent to all affiliates (included below), Wayfair announced it was moving to a system whereby it would pay the last affiliate site that a visitor...
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