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How cross-channel attribution works

How cross-channel attribution works

January 22, 2018 Martin Wallace Attribution, Identity Resolution, Measurement

Attribution is the practice of tracking and valuing all marketing touch points that lead to a desired outcome.

The expansion of marketing channels and tactics has left marketers asking, “what’s working and what’s not?” In our recent blog we analysed the true definition of attribution and the various subcategories that relate to marketing measurement.

This blog explores the …

3 types of cross-channel marketing attribution

January 15, 2018 Martin Wallace Attribution, Measurement

Measuring cross-channel performance is difficult.

In fact, according to a recent eMarketer study, 34% of marketers surveyed still rely on individual channel analysis and channel-specific metrics to measure the success of their marketing campaigns. Hardly surprising, once you add to the complex digital measurement landscape all the different media platforms and sales channels such as …

common-attribution-pitfalls

Common attribution model pitfalls (and how to dodge them)

January 8, 2018 Liveramp Attribution, Data Onboarding, Measurement

Welcome to the perennial challenge of measuring marketing impact.

As marketers, we have always strived to figure out which activities lead to revenue and which channels bear the strongest influence. The problem is, with an ever-increasing pool of touch points in a typical purchase journey, how do you make sure each one gets the credit …

Do You Have The Data You Need To Succeed With Programmatic?

December 8, 2017 Liveramp Personalisation, Segmentation, Targeting

The world of programmatic advertising is changing.

As the industry is evolving, we are glimpsing better creative, upskilled workers, transformed agencies; and picturing a collaborative, thriving ecosystem between vendors and publishers. But while we are on the road to completely automated buying, perfect control and unparalleled insight – the industry as a whole is not …

programmatic advertising challenges

6 Programmatic Challenges Marketers Need to Address

November 30, 2017 Liveramp Challenges, Personalisation, Segmentation

Programmatic advertising has come a long way.

Yet while brands were happy to use agency resources to manage programmatic in the early days; as programmatic investment has grown, scrutiny has increased over budget and investment.

Brands are increasingly looking for greater transparency in programmatic, to find efficiencies and improve ROI. For some, this means reviewing agency …