Category: Marketing Technology

  • September 21, 2015

Marketing Analytics 2.0

Marketing Attribution 2.0: Companies are getting much more sophisticated in how they analyze the impact of marketing. The days are past when you should be relying on "swim lane analysis", where each component is measured separately. Leading analysts are measuring the cross-impact of marketing activity and allowing marketers to ask "what if" questions about changes to their programs, or even changes in the environment.

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Creating the Shopper Genome

Companies are newly able to create a "Genome" of the shopper, integrating 1st, 2nd, and 3rd party data to form a rich understanding of their shoppers - which in turn informs their marketing and merchandising actions. Learn the components of that genome, and how it can be done.

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X-Channel Attribution

"CMOs list “Harnessing of Big Data” as their highest priority over the next 12 months." "The data then needs to be normalized .., and marketing attribution models applied ..to uncover cross channel, cross campaign, and cross tactic performance insights."

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