Broken Tracking

Nobody sits down to make a channel investment decision they hope will immediately lose millions of dollars and get them axed, but that’s what’s at risk if you’re using purely cookie-based attribution. Attribution expert Michael Taylor compares cookie based attribution to “looking under a street light for a wallet you …

Google Analytics Channel Attribution Made Us Switch Off Our Growth Engine Read More »

In 2014 McKinsey published a study entitled “Grow Fast or Die Slow”, which examined thousands of software and services companies between 1980 and 2012. As the title suggests, they found that growth trumps everything else as a predictor of long-term success, even Return on Marketing Investment (ROMI). Companies with 60%+ …

Negative ROMI: Lose money to make money Read More »