Attribution

A Case for Silos

Suzy Sandberg Agencies, Attribution, Digital Marketing General

marketing silos

Let me preface this post by saying that I am cognizant of and a believer in the fractured customer journey to purchase. Multiple channels play a part in influencing a sale which has been proven and quantified through attribution and/or media mix modeling data for many marketers.

My case for silos is less about integrating the media and more about the manpower needed to manage the channels. And in this particular post, I am focusing specifically on agencies who service their clients — with a word of advice for the clients who use them. Continue reading →

Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool

Suzy Sandberg Agencies, Attribution, Digital Marketing General, Display, Online Retail Marketing, Programmatic Display, Retargeting , , , , , , ,

display

In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading →

6 Ways to Say Goodbye to Last Click Tracking

Suzy Sandberg Attribution, Digital Marketing General, Paid Search, Programmatic Display , , , , ,

Last Click Attribution causes channel overlapUsing last click attribution to evaluate the success of a digital campaign is an antiquated system. Most online marketers acknowledge this but use the model nonetheless.

If you break down the reasons why, they usually include some form of the following:

– CMOs are not in the day-to-day nor may they be digitally savvy depending on from where in the ranks they ascended. Continue reading →