As travel marketers are adapting to changes in the way that customers research, assess and purchase travel products and services they are adjusting audience targeting and also adopting new media and channels to reach customers...
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Given the current challenges that travel marketers are facing right now, ensuring that you have the right attribution model in place is a top priority. Despite this, our own research shows that 90% of those...
As travel marketers currently adjust to meet the impact of COVID-19 and the knock-on effect on both customer buying behaviour and their marketing budgets, the need to accurately account for the contribution of every marketing...
Getting attribution right for retail marketers is a challenge. The retail buyer journey is now very often a complex one involving a wide range of touchpoints both on and offline, using multiple devices and involving...
There are now hundreds of revenue attribution tools available to marketers. Some are from global corporations. Many more are from start-ups who want to grab a slice of a fast-growing software market that one analyst...
Gartner surveyed over 400 marketing leaders and analytics practitioners to better understand the current approaches to marketing analytics that support marketing strategies to enable future growth and success. In the current retail environment, choosing the...
Getting attribution right was already challenging for travel marketers with increasingly complex customer journeys, increased levels of competition and radical changes in customer travel preferences. But the advent of COVID-19 has changed the situation beyond...
As 93% of digital marketing media spend is through Facebook and Google Ads, it’s critical that marketers are able to generate maximum returns through these two platforms. However, this has become increasingly challenging as homogenous...
Despite the undoubted benefits of having effective retail attribution in place – for example Forrester estimates that having personal-level unified marketing measurement in place can improve budget efficiency by a game-changing 30% – it appears...
Now more than ever, the pressure is on for marketers to account for every penny put towards their marketing activity while simultaneously driving demonstrable results. This is made harder by the fact they’re forced to...
PPC has long been the backbone of many marketing strategies, but with rising costs and over-saturation it’s more difficult than ever to generate a healthy ROI. Combined with recent data visibility-killing updates to Google Ads,...
Accurate marketing attribution – figuring out exactly which marketing investments are driving revenue, and by how much – is the Holy Grail for marketers. Armed with accurate data, they can claim, as politicians often do,...