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marketing attribution

Veritonic Partners With Podsights And LeadsRx To Give Brands End-To-End Insight Into The Effectiveness Of Their Audio Campaigns

Partnership Connects Attribution with Pre-market Audio Creative Measurement for 'Full-Flight' Performance Analysis of Podcast, Radio and TV Campaigns Veritonic, the audio intelligence platform, announced that it has integrated leading cross-channel marketing attribution technologies LeadsRx and Podsights into its audio analytics suite. Combining post-flight performance analysis with pre-market creative intelligence, the partnership gives marketers access to a 360-degree view of the effectiveness of their audio marketing.…

Airship Appoints Michael Lavoie as Senior Vice President of Customer Success

Seasoned Global Martech Services Leader and Multichannel Marketing Expert Lavoie Joins Airship’s Executive Team Customer engagement company Airship announced Michael Lavoie has joined its executive leadership team as its senior vice president of customer success. In this role, Lavoie will lead Airship’s global customer success team with responsibility for all post-sale customer relationships and the delivery of all services provided to Airship’s customers. He will report directly to CEO and president Brett Caine. “Across…

LeadsRx And iHeartMedia’s New Automotive Attribution Study Highlights How the Automotive Industry Can Drive More Shoppers to Businesses

Study Finds Radio Drives First Time Customers to Business Websites; and Reach, Frequency and Endorsements Play a Key Role in Successful Radio Marketing Findings Upend Many Common Advertising Industry Misconceptions Results Were Presented During a Special Workshop at the Automotive Analytics & Attribution Summit on November 19 Marketing attribution software company LeadsRx and iHeartMedia released the findings from their new marketing attribution study focused on automotive radio advertising. In 2018, the automotive…

Ipsos MMA Announces the Next Generation of Multi-Touch Attribution by Releasing Version 2.0 of the Activate Unified Marketing Planning…

Marketing Management Analytics, (Ipsos MMA), an Ipsos Company, and a leader in helping companies understand and optimize the value of their marketing, sales, operations, product, pricing and promotion investments, announced that through a 24-month partnership and collaboration with leading advertisers, have successfully addressed one of the largest marketing measurement challenges in the industry with the launch of version 2.0 of the Activate Unified Marketing Planning Platform, a marketing attribution, optimization and…

TechBytes with David Antley, General Manager at Pernix

Tell us about your role at Pernix and the technology that you’ve brought to the market. As the General Manager at Pernix, I have a unique vantage point that allows me to look across the industry to inform the ongoing development of our technology while also providing thought leadership. Unfortunately, the industry has dealt with the pain of unaligned tracking for so long that many companies have stopped looking for a solution. Part of my role is evangelizing Pernix as a solution to an issue that has long hampered growth…

Four Measurement Best Practices for Retail Marketers

The explosion of digital channels, platforms, and devices is both a blessing and a curse for retailers. Retail Marketers can reach audiences in new ways, but budgets need to stretch further as customer journeys become more complex. Taking a smart, Data-driven approach to measurement is essential for understanding what’s working, what’s not, and where to spend the next marketing dollar. By embracing these four measurement best practices, modern Retail Marketers can get the accurate, actionable insights they need to improve…

Pernix Launches Attribution Application Solution to Brings Full Transparency to Performance Marketing Programs

New Proprietary Technology Addresses Industry Need for True Attribution Pernix, a digital marketing attribution application solution that guarantees advertisers complete control over performance marketing attribution logic, launched. Built to put customers at the heart of a revitalized partnership marketing approach, Pernix fuses attribution and analytical data with program tracking to make authentic, trackable program performance a reality. Pernix disrupts misaligned attribution models and tracking to enable a more…

‘Tis the Season for Marketing Attribution: Measurement Is the Key to Campaign Optimization in the New Year

The path to purchase for consumers has shifted drastically over time. Unlike 10 years ago when people headed into a store to physically examine a product before purchase, most individuals research products online — oftentimes across a multitude of devices. But that’s just the beginning of the process. It may be days and weeks before an actual purchase takes place. There might be additional research — this time it could be on a different mobile device, desktop or even an in-store visit. People engage with brands across…

LinkedIn Introduces Latest Measurement with Google Campaign Manager for Better Attribution

LinkedIn Has Announced a Measurement Integration with Google Campaign Manager (Formerly DoublClick Campaign Manager), Now Part of Google Marketing Platform Bid adieu to the traditional ways of LinkedIn ad measurement. Today, LinkedIn announced a major integration with Google Marketing Platform to provide accurate attribution of every LinkedIn ad inside a single, unified reporting dashboard. For B2B marketing teams, this new integration could solve complex issues pertaining to LinkedIn ad measurement. Recommended: …

Impact Announces the Acquisition of Mediarails

Acquisition of CRM and Marketing Automation Platform for Discovery, Recruitment and Engagement of New Digital Marketing Partners Complements Existing Partner Marketing Platform to Further Accelerate Revenue for Customers Impact, a natively-integrated suite of products for fraud protection, marketing attribution and analytics, and performance partnership management and optimization, announced the complete acquisition of Mediarails. The acquisition adds full CRM and marketing automation capabilities to the Impact service…

Impact Bolsters Leadership Team to Support and Continue Rapid Growth

Seasoned Industry Veterans Appointed, Promoted to GM and CFO Positions, Will Guide Business Unit Acceleration During the Company’s Next Stage of Expansion Impact, a natively-integrated suite of products for fraud protection, marketing attribution and analytics, and creating and optimizing performance partnerships, announced the appointment of Marc Fanelli to General Manager (GM), Forensiq and Altitude. Fanelli will be responsible for global P&L and day-to-day management of the Forensiq and Altitude business units,…

Marketo Appoints Mika Yamamoto as Global President to Deliver End-To-End Customer Experience

Former SAP Chief Digital Marketing Officer Will Drive New Growth and Operational Efficiencies Marketo, Inc., the leading provider of marketing engagement, automation, and attribution software, announced the continued expansion of its leadership team with the appointment of Mika Yamamoto as Global President. As the former Chief Digital Marketing Officer (CDMO) for SAP, Yamamoto brings 20 plus years of enterprise marketing experience to Marketo, and will focus on delivering a world-class, end-to-end experience for Marketo's…

New Updates to Tune Links Delivers A Refined Path to Cross-Channel Attribution

Enhanced Linking Technology, Together with Powerful Attribution Analytics, Enables Marketers to Measure and Manage Omnichannel Marketing Performance TUNE has announced at Postback new updates to TUNE Links. TUNE Links is a powerful solution that connects, routes, and measures marketing activities across audience touchpoints with a single measurement link. At the time of this announcement, Dan Koch, Chief Technical Officer at TUNE, said, "Links are the ultimate gateway for marketers, advertisers, networks, and publishers…

TechBytes with Ben Gaines, Group Product Manager, Adobe

Ben Gaines Group Product Manager, Adobe Forrester recently named Adobe as a leader in their latest Forrester Wave: Customer Analytics Solutions Q2, 2018. Adobe scored the highest points in insights, action, usability, product road-map and vision, and partner ecosystem. Following this announcement, Ben Gaines, Group Product Manager, Adobe spoke to us about the state of Marketing Analytics and why Adobe Analytics is a more refined product than the rest of the competition.Tell us about your role at Adobe and the team and…

Implementing Multi-Touch Attribution: 7 Best Practices

The term “omnichannel” may be a buzzword, but it represents a significant shift: marketers now need to reach and engage their best customers wherever they are – whether online, on their device, or on the go. While continuous growth in the digital space has created more opportunities, it’s also brought new challenges. Marketers can target consumers more precisely with more personalized, relevant information than ever before. But tracking, measuring and optimizing this activity across an ever-growing number of touchpoints…

Cross-Channel Attribution and How to Cut Through the Noise

Research by Econsultancy/Google shows that 76 percent of all marketers currently use marketing attribution or will use it in the next 12 months, yet only 17 percent say they are looking at the performance of all their digital channels together. While attribution models were created to help advertisers determine which sources are driving value and to avoid double counting conversions, there are so many competing models — first-touch, last-click non-direct, linear, time-decayed — that it can leave advertisers feeling dazed and…

Interview with Rex Briggs, Founder and CEO, Marketing Evolution

"The biggest driver for the change is the growing awareness that B2B marketing isn’t really that different from B2C marketing."Tell us about your role and how you got here? What compelled you to start Marketing Evolution? I love making marketing and ROI measurement useful to business people. I’ve always been driven by a need to better understand problems and develop innovative solutions. This is a trait that runs in my family. It started with my great grandmother’s work estimating parts for the building of planes during…

Eight Things That Matter from Gartner Digital Marketing Conference

At its recent Digital Marketing Conference, Gartner famously called the future of marketing "fast, frenetic, and fantastic" and we couldn't agree more. Consumers increasingly expect seamless, highly relevant interactions with brands yet feel trepidation about brand marketing. Marketers must now succeed in an environment where more personalization means greater privacy risk, where walled gardens are the customer’s gateway to the Internet, and where emerging technologies are rewriting the rules of marketing every day.…

Interview with Will Wiegler, CMO, SpringCM

"AI should not be applied to a process until the risks and errors are fully understood."Tell us about your role at SpringCM and how you got here. What galvanized you to join the company? As Senior Vice President and Chief Marketing Officer, my focus is growing awareness and market share for SpringCM, and helping to build a brand with which customers want to do business. At SpringCM, we help workflow for businesses and organizations worldwide through adoption of a cloud-based document management and automation platform. I…

3 Pivots Marketers Need to Make to Improve Marketing Performance

From predictive analytics to machine learning and AI, the rise of data intelligence and new technologies have changed how brands approach marketing and the ROI they can create. While what we can measure and understand through data has advanced dramatically in the past three years, the reality is there are still some gaps for marketers today as they work to fully understand and impact marketing performance. The biggest gap is in the customer experience. Despite their best efforts, many companies today don’t truly take…