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…
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…
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…
Maggie asks, “How reliable is using programmatic impressions data that’s collected in GA (with an understanding of its value and the contribution of programmatic to website conversions), to use this value as a proxy and apply to social to give us a better idea of Facebook performance?” This is an interesting question that will require…
Maggie asks, “Is there a way to build a custom data-driven attribution model to include social impressions (Facebook / Instagram) data?” There are a couple of different ways of handling this. Both require machine learning, but both are very possible and something that I’ve done for Trust Insights customers very recently. You’re either going to…
Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
