• The Promise of Cross-Device Attribution

    Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. Without cross-device tracking on a user-by-user basis, brands may well be targeting the same person many more times than they realise. Not only is this costly, it’s annoying. 

    According to research published by GlobalWebIndex, the typical digital consumer now owns 3.64 [...]

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  • Can Programmatic Work with Upper-Funnel Metrics?

    At ATS New York on 3 November, ExchangeWire’s CEO, Ciaran O’Kane moderated a panel between Dom Joseph, co-founder and CEO, Captify; Tyler Pietz, VP, programmatic, Cadreon; and Adam Heimlich, SVP programmatic, managing director of HX, Horizon Media on the topic of making upper-funnel metrics work with programmatic.  

    A lasting challenge when looking at upper-funnel metrics is the fact that agencies think of branding as something that can’t be measured, according to Heimlich. But, increasingly, it can be measured, so it’s [...]

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  • Why the Single Customer View Isn’t Good Enough Anymore

    Delivering a seamless, personalised customer experience requires brands to be able to see beyond the boundaries of single channels to understand how customers move through online and offline worlds. The single customer view (SCV) has become something of a Holy Grail for companies across every sector. Nick Fletcher (pictured below), director of multichannel, Rakuten Marketing explains to ExchangeWire why this shouldn’t necessarily be the case. 

    Unfortunately, according to Experian’s global marketer survey, outdated marketing team structures [...]

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  • Bringing Unified Marketing Attribution to The Modern Marketer

    In our latest column from the IAB’s Display Trading Council, Shady Twal, head of programmatic, AOL and Matt White, EMEA managing director, Quantcast collaborate on discussing the benefits of a unified marketing attribution model.

    Traditional digital attribution solutions offered by many digital marketing tools leave marketers without a clear view of all factors influencing consumer decisions. As multi-touch attribution blends with traditional marketing mix modelling, marketers can now have a more comprehensive view of marketing effectiveness.

    Today’s increasingly connected, multi-device world has [...]

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  • The Secret to User-Centric Marketing Attribution

    Clicks. Touchpoints. Conversions. Most conversations about marketing attribution focus on the activities that lead to a desired outcome – typically, a sale. We want to know which ad, on which channel, served up by which publisher, at what time, resulted in the behaviour that makes the business money. But what about the user? Grant Kushida (pictured below), head of engineering, Conversion Logic, gives ExchangeWire insight into the value of user ID graphs.

    Elsewhere in marketing, the user is front and centre. [...]

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  • Understanding Attribution From the Inside Out

    Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire speak with Paolo Gaudiano (pictured below), founder and CEO, Infomous, and attribution expert in his capacity as board member of attribution specialist, Concentric. Gaudiano explains how a ‘concentric’ approach to attribution is much more effective in understanding the individual and how that understanding can be scaled into marketing strategies.

    Attribution is an important topic, but one whose definition is not [...]

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  • Advanced Attribution: A Complex Problem to Solve

    Attribution: a word that has different definitions across the industry and can mean all things to all people, or simply nothing at all. For brands that want to implement attribution modelling successfully, what do they need to take into consideration? Following Conversion Logic’s recent partnership with Rise Interactive to deliver enhanced attribution, ExchangeWire speaks with Trevor Testwuide, co-founder and CEO, Conversion Logic, and Alison Lohse, co-founder and COO, Conversion Logic (both pictured below), about where brands tend to slip-up and [...]

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  • Digital Attribution Isn't Enough: Q&A with Paul Dyson, Founder, Data2Decisions

    Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are given credit for their contribution. However, argues Paul Dyson (pictured below), founder, Data2Decisions, marketing goes beyond online; and the holy grail is to achieve holistic, connected measurement and optimisation of your entire media investment. Dyson explains to ExchangeWire how holistic marketing can successfully link online to offline.

    ExchangeWire: Many advertisers claim to have comprehensive attribution models in place that inform their [...]

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  • Google Analytics 360 Suite: One Step Closer to a Closed Ecosystem?

    On 15 March, Google announced their Analytics 360 Suite, referring to it as “an enterprise-class solution for a multi-screen world”. The new suite combines existing products with new and updated products to allow businesses to house all data and insights under one roof.

    Google’s DMP, website testing, and data analysis and visualisation products are still in beta and come together with their revamped tag management offering, Google Analytics Premium (now Google Analytics 360) and Adometry, which they acquired in 2014 (now [...]

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  • Deciphering the Infinite Iterations of the Consumer Journey

    The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom, director, solution architecture, Visual IQ (pictured) discusses how modern-day consumers draw information about brands from a greater number of sources than ever before, encountering online and offline touchpoints, traversing a range of channels such as TV, print, social, and search. Users are also utilising numerous platforms, from smartphones and tablets, to laptops and desktops. This labyrinth of touchpoints equates to an infinite [...]

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