Five common questions on Closed-Loop Measurement… and how to answer them

February 5, 2018 Martin Wallace Attribution, Closed-Loop Measurement, Measurement

How do you know whether or not you’re ready for closed-loop measurement?

It can be a daunting project to consider, particularly if you’re starting from scratch. Here are five common objections that we’ve heard from marketers who want to start with closed-loop measurement, but they (or their bosses) aren’t sure they’re ready…

Is Closed-Loop Measurement right …

What is Closed-Loop Measurement?

January 29, 2018 Martin Wallace Attribution, Closed-Loop Measurement, Measurement

Marketers are always looking for ways to improve. It’s in our blood.

The good news is, with the proliferation of data, digital marketers have never been in a better position to dig for insights and reap their benefits. Closed-loop measurement takes advantage of the customer data you’re sitting on, so you can understand how your …

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 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 …