Summary In today's episode, I explain the critical difference between Google Analytics' conversion window (called campaign timeout) and lookback window and how each one shapes your attribution analysis. Here's what this means for you. You stop miscounting returning visitors as new people and you gain a more accurate picture of which channels actually deserve credit…
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…
Summary In today's episode, I break down why Google Analytics' built-in attribution models fall short for serious marketers and what you should do about it. Here's what this means for you. You'll know exactly when your marketing sophistication has outgrown pre-packaged tools and which advanced methodologies can unlock the answers you actually need. You'll also…
Summary In today's episode, I recap the MarTech East Conference and share the major themes from my three-hour attribution workshop and the conference talks. Here's what this means for you. You gain an insider view of marketing operations trends and learn to recognize common pitfalls in your own tech stack strategy. You'll also learn these…
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…
Summary In today's episode, I explain two machine learning approaches for building a custom data driven attribution model that folds in social impressions from Facebook, Instagram, and other platforms. Here's what this means for you. You can finally move beyond last click attribution and prove which social touchpoints actually drive conversions and revenue. You'll also…
Summary In today's episode, I walk through attribution analysis and preview a hands-on workshop at the Martech Conference in Boston covering why attribution matters and how marketers can build models that actually work. Here's what this means for you. You get a clear path from messy marketing data to confident budget, resourcing, and hiring decisions…
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…
