Category: Attribution
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You Ask, I Answer: Cookieless Marketing Attribution?
Mateo asks, “Question: Outlook on a “cookieless” ecosystem and traditional ad channels, like print, or OOH?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the…
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You Ask, I Answer: Incrementality Measurement in Marketing Analytics?
Kat asks, “What’s the most effective way to tackle incrementality for small businesses?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for more useful marketing tips. Find older episodes…
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Marketing Strategy Lessons from Archery
Suppose you’re like me and not the world’s best archer (or even a good archer). You own a variety of bow shapes and sizes, and you plink away at your target with them. Some bows are a little easier to score well with, others… not so much. But you practice and you get a sense…
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Third Party Cookies and Attribution Models
Mabelly asks, “Whenever I think about attribution model, a question pop up. How we should deal with “the end of the 3rd party cookies”? How do you guys address this issue?” Third party cookies (or the lack thereof) and attribution models are two entirely separate things. So we’re talking about the same thing, let’s set…
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How Often Should We Change Attribution Models?
Andrea asks, “How often are you changing your attribution modeling vs the change in organizational strategy?” An attribution model is something that’s mapped fundamentally to your sales and marketing strategy. It should change as you change strategy, or as your audience changes. First, let’s establish a baseline. Why do we need attribution models? Fundamentally, attribution…
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The Most Important Question in Attribution Analysis
One of the most important questions you can ask a prospective customer is one almost no one asks: How did you hear about us? (or its many variations, like “What made you come in today?”) is a question we don’t ask nearly enough. Why? Why don’t we ask this critical question, a question that is…
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You Ask, I Answer: Measuring A Social Post’s Impact?
Karalyn asks, “In a situation where the marketing tweet did not have a higher engagement rate, but did have a higher impact, how do you show that community value to a client?” Community value is measured over the long-term, which means first educating the client on the value of a community. The day you plant…
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You Ask, I Answer: Attribution Modeling for Facebook Campaigns?
Hannah asks, “For attribution modeling, what model do you use on your Facebook campaigns?” Facebook offers substantially similar attribution models as Google Analytics; most of these will fail to give you an accurate picture of every digital channel. Unsurprisingly, Facebook’s models tend to paint Facebook in the best light possible; their data-driven attribution model, for…
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You Ask, I Answer: Custom Attribution Models in Google Analytics?
Dee asks, “With regard to your attribution models in your AI talks, do you need to create custom reports to get this data into your google analytics? If so, how do you go about doing this and/or anything you could provide to help?” The short answer is that the Trust Insights attribution models exist outside…
