Verizon To Combine Its “Supercookie” Data With AOL For Online And Mobile Targeting
The supercookie is back. The nation’s largest mobile carrier, Verizon, came under fire from privacy advocates last year for its...
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Why The Perfect Attribution Model Doesn’t Exist
As the marketing director at an e-commerce agency, I’ve met more than a few e-commerce analysts who are caught in an endless pursuit for...
Why The Perfect Attribution Model Doesn’t Exist
As the marketing director at an e-commerce agency, I’ve met more than a few e-commerce analysts who are caught in an endless pursuit for...
Attribution Beyond The Last Click: An SMX East Session Recap
With the rise of mobile device activity, the always-elusive path to full attribution of online marketing spends seems to be slipping...
Attribution Beyond The Last Click: An SMX East Session Recap
With the rise of mobile device activity, the always-elusive path to full attribution of online marketing spends seems to be slipping...
How Do Your Calls Rate?
You may already be measuring the success of your marketing programs by tracking offline phone leads and using the data as proof of ad...
How Do Your Calls Rate?
You may already be measuring the success of your marketing programs by tracking offline phone leads and using the data as proof of ad...
15 Digital Marketing Myths CMOs Need To Stop Believing
If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital...
15 Digital Marketing Myths CMOs Need To Stop Believing
If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital...
The Problem With Google Analytics E-Commerce Tracking
Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause...
The Problem With Google Analytics E-Commerce Tracking
Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause...
Attribution Should Be About Contribution Chains Rather Than Awarding Credit
The conversation about attribution is all wrong. Even the name “attribution” conveys the wrong meaning. Much of the attribution...
Attribution Should Be About Contribution Chains Rather Than Awarding Credit
The conversation about attribution is all wrong. Even the name “attribution” conveys the wrong meaning. Much of the attribution...
Why A Baseline Is Essential To Accurate Marketing Attribution
Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it’s universally acknowledged...
Why A Baseline Is Essential To Accurate Marketing Attribution
Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it’s universally acknowledged...
Activate Data To Engage The Right Individual
People don’t spend money as segments; they make purchase decisions as individuals. Marketers need to reach consumers at this individual...
Activate Data To Engage The Right Individual
People don’t spend money as segments; they make purchase decisions as individuals. Marketers need to reach consumers at this individual...
Brand To Demand: How Intent Data Is Breaking Down The Silos
There is a popular commercial for the candy bar Twix that shows two adversarial Twix factories that take different approaches to making...
Brand To Demand: How Intent Data Is Breaking Down The Silos
There is a popular commercial for the candy bar Twix that shows two adversarial Twix factories that take different approaches to making...
It’s Alive: The Power Of First-Party Intent Signals
My last column dissected the difference between first-, second- and third-party data and why first-party data in particular is critical...
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