September 11, 2020 by ,

Many things have been said since Google announced it plans to shut off support for third-party cookies by 2022, from “cookies are dead” to “attribution modeling has no future”. Well, in part one of our three-part blog post series, we aim to shed some light on this topic and look at the role third-party cookies […]

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Attribution Modeling in Digital Marketing: The Past [Part 1/3]

November 16, 2016 by

As an online marketer, how do you attribute conversions and assign credit to the different channels in your conversion paths? Do you use the obsolete last-click attribution model? Or the equally flawed first-click attribution model? Attribution is hard enough without using the over-simplistic attribution models that currently exist. But imagine if instead of using an […]

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Game Theory Attribution: The Model You've Probably Never Heard Of

November 14, 2016 by

The role of an online marketer is not just to launch campaigns, it’s also to find out which channels are working the best and which ones aren’t so as to optimize budgets and drive more conversions. And while the concept of attribution is quite simple – identify which events and touch points contributed most to […]

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What Is Cross-Device Attribution And What's So Hard About It?

October 26, 2016 by

The end goal of any business – be it an online and/or offline business – is to make money and increase profits over time. And while there are many factors that determine the business’ ability to do this, the most influential part of it is often the work of marketers. Marketers are responsible for getting […]

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7 Multi-Touch Attribution Models For Conversion-Driven Marketers

October 25, 2016 by

One of the most recent and primary challenges in the online marketing world can be described with a single word – attribution. Online marketing and web analytics have become so complex since the concept of attribution was introduced that not only is this a huge challenge for marketers who have to update their skills and […]

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The Top 4 Types Of Online Attribution Every Marketer Should Know

July 11, 2016 by

Marketers have a problem with mobile – or more precisely, with mobile shoppers. And the problem is this: nearly two-thirds of the purchases that people make based on a mobile search take place offline. That means a whole lot of us like to search for goods and services on our smartphone or tablet and then […]

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Can beacons solve offline attribution?

May 13, 2014 by

Over the past few years, marketers have become crazy about multi-channel attribution models. These models help them understand the kind of impact each online marketing channel (social, display, paid search traffic etc.) has on online sales, how effective campaigns are, and how the channels interact with each other. They also help attribute revenue to each […]

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