#marketing-measurement
#marketing-measurement
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#attribution #marketing-roi #marketing-mix-modeling #incrementality-testing #ai-in-marketing #b2b-marketing #roi
#attribution
Marketing tech
fromMarTech
6 months agoHow attribution masks what's actually driving growth | MarTech
Traditional attribution fails to show impact on ROI.
Understanding attribution misconceptions is critical for marketing executives.
Performance marketing can mislead if based solely on attributed outcomes.
fromAdExchanger
1 week agoMarketing's Future Depends On Frameworks That Speak Finance | AdExchanger
The easy button doesn't exist. Tools matter, but they're only about 25% of the solution. The other 75% is expertise, knowing how to apply the right tools to your unique business context. In other words, the difference between good and great measurement is a lot less about the technology you use and a lot more about the framework that guides how you use it.
Marketing
fromEMARKETER
1 week agoNearly half of US marketers plan to invest in MMM over the next year
Nearly half (46.9%) of US brand and agency marketers plan to invest in marketing mix modeling (MMM) over the next year, according to a July survey from EMARKETER and TransUnion. 27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology, according to the same July survey. Multitouch attribution (MTA) (19.4%) and unified, holistic measurement solutions (18.9%) came in second and third, respectively, in this survey.
Marketing tech
fromExchangewire
1 month agoIndependent Study Confirms Significant ROI from Happydemics' Brand Lift Solution - ExchangeWire.com
Brand lift produces measurable growth: 47% three-year ROI, large efficiency gains, higher client investment, extended campaigns, and stronger upselling and retention.
fromMarTech
1 month agoHow customer analytics closes the gaps in performance measurement | MarTech
Attributed revenue, ROAS, conversion rate - traditional marketing metrics track efficiency but often miss the signals that reveal which customers drive growth. Today, first-party customer data is more accessible and valuable than ever. And when combined with AI, it opens the door to a new era of customer-centered performance measurement. Customer analytics shifts the focus from channels to customers, framing analysis and activation around engagement, growth and predicted value.
Marketing
fromwww.socialmediatoday.com
2 months agoTikTok Publishes New Report on How to Improve Marketing Attribution and Focus
The report examines the evolving path to purchase and how marketing measurement fits within it, highlighting the failings of most attribution models. Last-touch attribution, while comfortable, simplifies complex consumer journeys into misleading conclusions about effectiveness.
Marketing
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