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Tag Archives: acquisition
Attribution in online marketing
Attribution in online marketing, the process which credits conversion to the correct activity (or combination of activities), has been one of the hottest topics in recent years. With the rapid increase in the number of channels and platforms available, it has become essential for marketers to be able to correctly evaluate the contribution of each campaign, and each online action to determine which combinations of the marketing mix work the best. The process of attribution becomes increasingly complicated whenever we take into consideration the large number of consumers who interact… Continue reading
Unnoticed evidence
At the end of a class at university, I always repeat the following piece of advice to my students: “What is the best way to get an Internet user to visit your site? Make them come back to it.” This piece of advice, repeated tirelessly, has more than likely bored several of my students, but I hope that all of them have listened to it at least once. Why is it important to emphasise such an obvious fact? Simply because my experience, on a daily basis, has shown me that this simple, and what would seem obvious fact often goes unnoticed; and is often overlooked because people tend to focus on other aspects, including: Continue reading
