by Christopher S Penn | Sep 2, 2022 | Attribution, Marketing, Marketing Data Science
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:...
by Christopher S Penn | Apr 20, 2022 | Marketing Data Science, analytics, Attribution, Marketing
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:...
by Christopher S Penn | Jul 22, 2021 | Marketing, Attribution, Marketing Data Science, Strategy
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...
by Christopher S Penn | Jun 18, 2021 | Attribution, Marketing, Marketing Data Science, Marketing Technology
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...
by Christopher S Penn | Jun 17, 2021 | Attribution, Machine Learning, Marketing, Marketing Data Science
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,...
by Christopher S Penn | Jun 3, 2021 | Marketing, analytics, Attribution, Marketing Data Science
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...