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Why Attribution Will Change the Way You Look at PPC

When was the last time you evaluated your attribution model? Most advertisers on Google Ads are still sticking with the default attribution settings when managing, optimizing, and reporting on their PPC efforts. It’s time to take another look and change the way you evaluate your performance. What is Attribution Attribution is deciding what efforts/actions/channels deserve credit for a conversion. Sounds relatively straightforward, right? Google Ads defaults to an attribution model called last-click. This model gives all…

MarTech Interview with Ani Obermeier, VP of Marketing at Smartling

"It is essential to create robust knowledge bases that drive operational efficiencies, scalability and growth that can be automated through AI." Tell us about your role and journey into technology. How did you end up at Smartling? Like for so many, travel has been my passion since childhood. You could call me a “stamp collector” if that was still a thing. There is nothing more invigorating to me than experiencing different cultures, immersing myself in local customs and communicating with the locals. It feeds my curiosity,…

Dentsu Aegis Network Acquires Top Direct-to-Consumer Marketing Agency MuteSix

Top Digital Performance Agency Will Become Part of iProspect Dentsu Aegis Network announced the acquisition of MuteSix, a top digital performance agency and one of the world's largest direct-to-consumer marketing agencies. MuteSix will join iProspect, a leading global digital performance agency. Going forward, the agency will be called "MuteSix, an iProspect Company." As all marketers demand more accountability from their marketing spend, and increasingly launch and build brands through performance marketing channels,…

Dentsu Aegis Network Acquires Top Direct-to-Consumer Marketing Agency MuteSix

Top Digital Performance Agency Will Become Part of iProspect Dentsu Aegis Network announced the acquisition of MuteSix, a top digital performance agency and one of the world’s largest direct-to-consumer marketing agencies. MuteSix will join iProspect, a leading global digital performance agency. Going forward, the agency will be called “MuteSix, an iProspect Company.” As all marketers demand more accountability from their marketing spend, and increasingly launch and build brands through performance marketing channels,…

Daily MarTech Roundup: The 5 Coolest Things in Marketing and Sales Today

Today's Daily MarTech Round-up covers latest in Cloud, Marketing Analytics, Automation, Customer experience AI and ML announcements from TapClicks, ActiveCampaign, Adwerx, Experian, and Internet of Things Consortium. TapClicks Raises $10 Million to Advance Predictive Analytics and Attribution In Marketing Operations Platform TapClicks, the global leader in marketing intelligence, analytics, reporting, workflow, and orders management, announced it has raised $10 million in equity funding from Boathouse Capital, a private…

Digital Marketing Leader REQ Acquires Performance Marketing Agency IMI

REQ, a leader in digital marketing and brand reputation, announced it has acquired and merged with Internet Marketing Inc., one of the fastest growing performance marketing companies in the country with offices in San Diego and Las Vegas. REQ will integrate its expertise and proprietary technology in SEO, search marketing, digital advocacy, and brand management with IMI’s enterprise performance advertising, earned media and social media capabilities. The combination will result in annual revenue of $50 million with 120…

TV Attribution – What’s All the Fuss About?

Attribution has been, and will continue to be, a hot topic for those in the Marketing world – and for good reason. Beyond measuring TV’s impact on Sales outcomes, attribution can also be used to gain deeper insight into the performance of specific campaign variables such as message, creative, target audience, media schedule, ad placement, format and length, among others. With pressure building for brands to get the best possible Return On Investment (ROI) from their ad spend, attribution is at the heart of mounting…

inMarket to Acquire Thinknear, Expand Location-Based Marketing Solutions

Deal Will Cement inmarket as a Leading Location Marketing Technology Platform, Further Enriching Real-Time Predictive Advertising and Insights Capabilities inMarket, the leader in digital advertising for the physical world, announced plans to acquire Thinknear, a premier provider of location-based services, from Telenav, Inc.. The acquisition will have Thinknear's team and intellectual property join inMarket in exchange for Telenav receiving a minority equity interest in the fast-growing company. Following inMarket's 10…

Current Attribution Solutions ‘Verging on Useless’, Say Digital Marketers

Lack of credible attribution renders marketers susceptible to pressure to invest in ‘favourite’ channels, with ‘maximising ROI’ just a pipedream paid lip-service Digital marketing managers have slammed current attribution solutions as verging on useless, in a new survey commissioned by QueryClick. Unreliable or false attribution leaves almost 90% of marketers afraid to invest in activities with any kind of long-term payback because of their inability to prove the value. Fewer than one-in-seven marketers find that…

What Is Marketing Analytics and Why You Should Be Gung-Ho About Its Future?

If you look back to 2009-2011, you would realize how differently Marketing Teams worked with data and analytics then. The 4P's of the Marketing Mix remained the crux of every successful branding and product pricing. Analytics was restricted mostly to offline data collection aggregated from retail stores, web data, and primitive email marketing contact lists. Today, the whole game of Marketing Analytics has transformed. The coming of age for analytics within Mobile, Social, Web, In-app, Video and E-commerce has pushed the…

Comcast Spotlight Brings Greater Accountabilty to Local TV Advertising with Launch of New Attribution Solution

Instant IMPACT, powered by TVSquared, is a scalable, automated tool that allows local advertisers to track a television campaign’s impact on digital activity, including website visits Comcast Spotlight announced the launch of an attribution solution that will bring greater accountability to local TV advertising, allowing Comcast Spotlight clients to help drive online purchases. The product, Instant IMPACT – launched in partnership with TVSquared, an industry leader in TV attribution – allows local cable TV advertisers…

Comcast Spotlight Brings Greater Accountability to Local TV Advertising with Launch of New Attribution Solution

Instant IMPACT, powered by TVSquared, is a scalable, automated tool that allows local advertisers to track a television campaign’s impact on digital activity, including website visits. Comcast Spotlight announced the launch of an attribution solution that will bring greater accountability to local TV advertising, allowing Comcast Spotlight clients to help drive online purchases. The product, Instant IMPACT – launched in partnership with TVSquared, an industry leader in TV attribution – allows local cable TV…

Force Marketing Launches Drive, a New Dynamic Advertising Platform

Force Marketing is proud to announce their latest innovation, DRIVE, powered by Helix. DRIVE is a new automotive advertising tool that brings together audiences, automation, and attribution at every tier level to create an unprecedented outcome through dynamic video, evolving the dealer-to-shopper customer experience. "Our new product, DRIVE is a new innovative and sophisticated way that dealers will now be able to effectively target consumers using customizable video through DMS/CRM data, by actually pulling dealer…

Human Factor – the Weak Link in B2B Marketing

Automation has paved the way for B2B marketing by empowering human marketers to reach, target and nurture thousands of leads through technology. According to Survey Today’s State of Automation report for 2019, 75 percent of marketers are using automation tools. However, the B2B Marketing industry is at a crossroads because we are far from automating all Marketing operations processes. Weak execution of ad campaigns has left many business leaders questioning the effectiveness of account-based advertising programs. The…

AppsFlyer Launches Post-Attribution Protection to Address $2.3 Billion in Global App Install Fraud Exposed to Date in 2019

Finance, retail and travel apps are among the hardest hit according to 2019 State of Mobile Fraud AppsFlyer, the global leader in mobile attribution and marketing analytics, released the 2019 edition of the State of Mobile Fraud, which finds $2.3 billion in ad spend was exposed to app install fraud in the first half of 2019. In conjunction with the release of the report, which finds that a significant portion of fraud is not blocked as it occurs, AppsFlyer announced the rollout of a new feature and protection layer –…

NinthDecimal Joins Roku Measurement Partner Program for Offline Attribution

NinthDecimal, the leading omni-channel marketing platform, announced that it has joined Roku Measurement Partner Program as an offline attribution measurement partner. As a member of Roku’s Measurement Partner Program, NinthDecimal’s offline attribution solution, Location Conversion Indexâ (LCIâ), will help brands evaluate the effectiveness of OTT (over-the-top) and Connected TV advertising campaigns on the Roku® platform. Through the partnership Roku advertisers are able to quantify the impact their OTT ad spend has on…

MarTech Interview with Erika Jolly Brookes, Chief Marketing Officer at Springbot

"AI and Machine Learning have been a high-level topic for several years now, but I think people are only just starting to consider what that means for the retail industry." Tell us about your role and journey into Technology. What inspired you to start at Springbot? Observing how technology is changing the world and understanding why people do the things they do are super interesting concepts for me. I’ve been lucky in my career to hold positions that incorporate both. Before Springbot, I was the Vice President of Product…

TechBytes with Brian Glover, Head of Product Marketing at Marketo

Tell us about your role and the team/technology you handle at Marketo. Sure. I lead the Product Marketing team for Marketo Engage, part of Adobe Marketing Cloud, and am responsible for leading all go-to-market and product strategies that drive success for the business. Tell us more about the recent ABM announcement from Marketo Engage.  We recently announced ABM Essentials for Marketo Engage, which is our new ABM solution that is part of our account-based experience (ABX) story. ABM Essentials is a B2B customer…

TechBytes with Devon DeBlasio, Senior Product Marketing Manager at Neustar

Tell us about your role and the team/technology you handle at Neustar. I am a Product Marketing Director at Neustar. Neustar is a trusted, neutral provider of real-time information services and the leader in Marketing Intelligence, Customer Identity Resolution and Unified Measurement for Fortune 500 brands. Identity is our enterprise heritage: We’ve grown up an Identity company. We power 85% of the U.S. Caller ID. We handle global DNS as well as risk and fraud prevention. We support 10 out of the 10 largest U.S. banks, 5…

Simpli.fi Launches Foot Traffic Attribution for OTT/CTV Advertising

New capability enables advertisers to track lift in in-store visits by households exposed to OTT/CTV ads Simpli.fi, the leading programmatic platform for addressable, mobile, and OTT/CTV advertising, announced that it has enhanced its industry-leading OTT/CTV advertising offering to now include the ability to track lift and in-store visits from households which have been served OTT/CTV ads. Advertisers can now measure the effectiveness of OTT/CTV advertisements delivered on both large and small screens, and attribute…