That digital tracking is breaking should be of no surprise to any marketer by now. The things that have worked for the last ten years are quickly losing effectiveness and reducing the visibility of marketers that rely on tracking people across the internet. Tracking pixels is something marketers have built …
The Decline of Tracking Pixels: Marketing Measurement in a Privacy-Focused World Read More
Every marketer whispers “here we go again” to themselves every time a new iOS update from Apple is announced. And it makes sense – iOS14 completely changed the way brands run paid social, and iOS 15 made us question open rates. With increased privacy regulations, marketers who rely on digital …
Upcoming Privacy Changes by iOS 17 and its Impacts on Tracking Read More
With the rise of e-commerce over the last 15 years many brands came to rely on digital tracking methodologies (sometimes called “attribution” or “MTA” models) in order to measure the effectiveness of their marketing campaigns. While this form of measurement is incredibly valuable in some situations, it has many limitations …
Most small e-commerce brands probably don’t need anything more complicated than digital tracking tools for measuring marketing performance. But when the channel mix gets more complex and their marketing grows, digital tracking is simply not enough. After $100k+ / month in paid media budget, it’s a good time to start …
From Digital Tracking To MMM: How Brands Scale Through Marketing Experimentation Read More
To prepare for the future, we must understand the past. This stays true in marketing, and it is particularly appropriate when it comes to digital tracking and analytics. D2C/ecommerce brands have often trusted their attribution and budget allocation decision-making on tracking people across the internet – but that has changed …
In the world of website analytics, the concept of “dark social” has emerged as a significant challenge for accurate channel/source reporting. It refers to web traffic that is incorrectly attributed as “direct” in analytics when, in reality, it is driven by social networks and other hidden referral sources. This phenomenon …
‘How did you hear about us?’ survey and the limitations of current measurement techniques Read More
Google Analytics has recently gone through significant changes that have sparked concerns among marketers around its bias and validity. As digital tracking continues to break, we need the right models and tools that will help us make the best decisions around budget allocation and, because of that, we need to …
Any consultant or analyst has projects which they regard as great successes, and will gladly talk about at length, maybe even writing case studies about them. But they will also have projects which went less well, and this is often where the best lessons are to be found. One of …
With digital tracking breaking since iOS14, the death of the cookie, and new privacy laws like GDPR and CPRA, media buyers seem to be scrambling for any way to better target their audience and to accurately measure their campaign’s impact. Data clean rooms have been proposed as a solution to …
Do Data Clean Rooms Really Solve the Attribution Problem? Read More
Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds of thousands, or millions of dollars. It directly impacts your overall marketing strategy and your budget allocation. The answer to that question is often brand-specific and we can’t tell you …
The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI? Read More
