In November dozens of senior brand marketers met in Singapore for a full-day discussion of the issues that we’re all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual.
On Thursday, November 19 dozens of brand marketers came together in Singapore for a full-day discussion of the issues that we are all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any one marketer.
But at the end of the event, the hosts of each table helpfully provided a summary of the day’s discussions.
So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.
Spend goes in at the top and leads and sales come out at the bottom.
You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.
Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That’s why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Please add your own two cents in the comments.
I recently spoke to top retail brands about their experience with attribution and one of the comments was particularly pertinent.
The deadline for entering the Masters of Marketing awards is approaching fast (September 23) and therefore I thought I’d take a look at one of the most complex and somewhat overlooked categories: Performance Marketing.
The earlier a customer is along their journey, the less marketers know about that person. But early on is when you can best influence shoppers.
Disparate tech platforms and data sources are the greatest barriers to using attribution more effectively, say 41% of marketers in the Asia Pacific region
This comes from our new report State of Marketing Attribution in Asia Pacific which is based on a survey of more than 400 APAC respondents.
Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.
Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI.
One of the common refrains about digital marketing is that everything is measurable.
However new research by Econsultancy and Datalicious shows that 60% of marketers in Asia-Pacific do not carry out any sort of attribution modelling.
Marketers continue to be ambitious with creative digital campaigns and cross-device usability as new technologies emerge, but many still don’t truly understand which channels are actually working.
Attribution may not be the most exciting subject, but measuring the success of your marketing channels should play an integral role in your marketing strategy.
Don’t take my word for it – top brands successfully riding the omnichannel wave are proving that it works.
91% of marketers understand the value of attribution, yet many of the conversations I have suggest that most of them are struggling to justify spend on attribution technology internally.