The Myths And Realities Of Advertising Algorithms. "Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Jay Friedman, chief operating officer at Goodway Group. I thought the days when companies promised awesome algorithms without offering any details were over. Stop Wasting Money On Retargeting. "Data Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Andrew Shebbeare, founding partner and global chief strategist at Essence. I’ve warned before that digital marketers spend too much time chasing conversions that were likely to happen on their own, at the expense of generating truly new business. Now let’s put a spotlight on the most extreme example: retargeting. It is one of our industry's most overvalued and under-optimized tactics. I’ve measured anywhere from 20% to 75% of retargeting spend to be going to waste. Programmatic Marketing Meets The Gartner Hype Cycle. "Data Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by David Shapiro, vice president of corporate development at DataXu. In the four years real-time bidding has been commercially available, it has emerged as one of the industry’s fastest-growing technologies. RTB adoption, frankly, rivals the adoption of other long-lasting and hugely significant technological trends, such as the proliferation of Wi-Fi, Google’s explosion in search, the growth of mobile phones and even the adoption of the iPhone. What have we seen over this brief period of time? An open standard, the birth of a market, testing and trialing at a widespread level, skyrocketing growth, some pitfalls along the way (bots!) What else looks a bit like a technological roller coaster? This isn’t an exact match, of course. WPP’s Possible Links Up With Google’s Wildfire To Go Deeper Than ‘Last Click’ Attribution. WPP Group digital agency Possible hopes to bulk up its targeting and performance-based advertising abilities to bridge earned and paid media channels by partnering with Google's social technology tool, Wildfire.
Read the release. Jason Burby, Possible's chief performance marketing officer, cited Wildfire’s recent integrations with Google Analytics and DoubleClick as the chief reasons the agency elected to use Wildfire's Social Marketing Suite for Enterprises. "We already have a strong relationship with Google and have been reliant on Google Analytics for most of our two-year history," Burby told AdExchanger, speaking from Cannes. "This work with Wildfire will allow us not only to benefit from their additional technology, but also to help shape that tool's product roadmap for our clients. " Google acquired Wildfire, which helps companies manage their presence on social media sites like Facebook, Twitter, Pinterest, and others, for roughly $250 million last summer.
Email This Post. Facebook Ads Seen Significantly Undervalued by Last-Click Attribution Model. By MarketingCharts staff The researchers measured millions of converting click-paths across a wide breadth of clients via Last Ad measurement, running those same conversions through several standard multi-touch attribution (MTA) models.
Relative value was determined by looking at cost-per-acquisition (total media cost divided by total conversions). The results, sorted by attribution model, are listed below. “First-Only” attribution model – whereby only the first touch is credited. In this case Last Ad models undervalue Facebook by 30% relative to this model. The finding that Facebook is undervalued more in the Last Ad model relative to models that emphasize the first interactions suggest that Facebook ads see more interaction earlier on in the purchase path. About the Data: The research reflects an analysis of live campaign performance data for Kenshoo clients managing ads across multiple digital marketing channels during March, April, and May, 2013. Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models. 3 Reasons to Go Beyond Last-Click Attribution.
Adam Singer | April 15, 2013 | 9 Comments inShare211 With analysis, you can gain a clearer understanding of consumer behavior to help you make better decisions today.
Many marketers continue an unhealthy obsession with only crediting the last click as the reason for their marketing success. This is called last-click attribution, and it's about as shortsighted as crediting a sign outside a store as the sole reason someone came inside and made a purchase. Yes, the sign does matter. With that said, no matter what tools you are using, going beyond the last click and crediting all your channels is critical if you hope to fully value your marketing efforts. The modern path to purchase is across devices, platforms, and sites.
The world of digital marketing is growing more complex, but the good news is modern tools are keeping pace, making it possible to easily measure results and take action. The Last-Click Attribution Dilemma. When digital media execs are asked to list the top barriers to more spending flowing from brands, they inevitably come to attribution.
The fact is it remains hard to fairly credit the various contributors to a transaction down the line. Last-click attribution is the favorite whipping boy for those looking to draw brand dollars to the Web, which has been mostly a direct-response medium. Last click is a lowest-common denominator, brute force approach. It’s almost universally derided and yet it remains a dominant model. Every marketer has heard of A.I.D.A., right? Programmatic Video Is Trending With Marketers.