#marketing-attribution

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#digital-advertising #facebook-ads #rule-based-models #media-mix-modeling #privacy-first-tracking
fromThe Drum
1 week ago

Data-driven attribution models still lead to gut decisions - here are the alternatives

When discussing their results, they tell us that Facebook's reporting or Google Analytics show the ad campaigns as barely breaking even. Yet they keep investing in this channel. They reason that Facebook can only see a fraction of the sales, so if Facebook is reporting a 1x return on ad spend (ROAS) then it's probably at least 2x in reality.
Marketing tech
Marketing tech
fromForbes
4 months ago

Media Mix Modeling: A Tried-And-True Way To Allocate Your Budget

Media mix modeling offers privacy-safe, aggregated, statistical insights that correct attribution blind spots and improve marketing investment decisions amid declining traditional tracking.
fromThe Drum
4 months ago

Closing the data gap: how to reclaim lost conversions in the privacy-first era

Across the UK, marketers are facing a measurement gap with major business consequences. It's estimated that one in five conversions are not being recorded because of browser restrictions, like the blocking of third-party tags. That means as much as 20% of campaign performance is invisible, which makes ROI appear weaker than it is, reduces the effectiveness of AI bidding, and erodes trust in marketing data at the leadership table.
Marketing tech
Marketing
fromMarTech
4 months ago

Your quick guide to marketing attribution models | MarTech

Common attribution models—last-click, first-click, and linear—allocate conversion credit differently and suit different goals: quick measurement, awareness, or balanced journey analysis.
Marketing tech
fromSocial Media Today
8 months ago

LinkedIn Provides More Ad Engagement Insight in Revenue Attribution Report

B2B buying decisions involve multiple stakeholders, making company-level attribution crucial for understanding campaign impact.
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