How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution. Over the past decade, marketers have relied on digital tracking and following consumers across their entire buying journey. However, there were “blind spots” where you’d …
Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM Read More »
Marketing efforts in one channel can impact traffic and attribution in other channels. This positive or negative interaction between different marketing channels is called the halo effect. Here are some common examples: Measuring this impact between channels is extremely important to optimize the media mix: Heads of marketing usually allocate …
Halo effect: measuring the impact between different marketing channels Read More »
As a former agency owner, I know first-hand the importance of measuring marketing performance accurately. In the world of Direct-to-Consumer (DTC) marketing, the gurus you follow on Twitter will tell you that the Marketing Efficiency Ratio (MER) is the overriding measure of success. However if you blindly follow their advice, …
Early on in my career, I learned a valuable lesson in incrementality that I’ll never forget. Ever since I had this experience, I carefully avoided making the mistake of trusting an advertising platform’s reporting without independently verifying the sales they claim wouldn’t have happened anyway. Hopefully you can learn from …
The incrementality test that got my boss’s boss fired Read More »
Any metric that doesn’t have a strong causal link with sales outcomes is a vanity metric. For example while Clickthrough Rate (CTR) is often correlated with conversions (you can’t convert unless you’ve clicked on an ad), there are scenarios where ads with lower CTRs actually have better Conversion Rates (CVR). …
Vanity metrics vs actionable metrics: Quantifying quality Read More »
As the use of ad blockers continues to grow, ad buyers are losing visibility on the effectiveness of their marketing spend. What happens if their rise in popularity continues at the same rate and if they keep getting integrated into mainstream browsers, i.e. Safari ITP, Brave? In this article, we …
You’re losing more traffic to ad blockers than you probably realize Read More »
We’ve been seeing more and more advertising platforms promote some form of “modeled incrementality” estimates and often marketers aren’t sure exactly what that means. In this blog post we’ll lay out the different methods making the rounds and discuss some of their limitations. The main approaches we’ve seen for “always …
I once ran a new PR campaign for a website that I knew did not have any previous backlinks. The next day, we received 8 times the usual website traffic from SEO. We attributed the spike in traffic to the press coverage. What made that attribution so easy, ironically, was …
Lift analysis for taking back the credit SEO is stealing from your campaigns Read More »
In July 2022, the American Data Privacy and Protection Act (ADPPA) became the first bicameral and bipartisan online privacy bill to be cleared by a House committee. The act seeks to pre-empt the patchwork of state-level privacy laws currently in place in the US, such as the California Consumer Privacy …
The ADPPA — Data Privacy Comes to the USA (and how not to lose sleep over it) Read More »
As a content marketer working on top-of-the-funnel channels like social media, PR, podcast, etc. one of the top challenges you might be facing is showing the ROI (Return on Investment) of your work. You might know qualitatively that your content is impactful in building brand awareness and generating demand. You …
Make a business case for TOFU channels via first-touch attribution Read More »
