Multi-Touch Attribution

New Technology Uses Multi-Touch Attribution to Predict and Maximize Conversions G5, the leader in real estate marketing optimization, is launching Cross-Channel Spend Optimizer that improves digital advertising performance up to 25% and reduces cost-per-click by as much as 15%. An integral part of G5 Smart Digital Advertising, Cross-Channel Spend Optimizer uses advanced multi-touch attribution (MTA) to predict best advertising outcomes and automatically allocate daily ad investments across the campaigns, networks and…

Partnership Inked to Provide Brands with Household Level TV Measurement Analysis Neustar, Inc., a trusted, neutral provider of real-time information services and the leader in trusted customer identity and marketing analytics solutions for Fortune 500 brands, and TiVo Corporation, a global leader in entertainment technology and audience insights, announced that TiVo’s TV viewership data, which reaches across all 210 national designated market areas (DMAs) and millions of households, will now be available in the Neustar…

Marketing departments are no longer measured by the leads they generate, but by providing proof of ROI for every campaign they run. This makes the need for accurate measurement increasingly important. Yet traditional marketing measurement approaches such as last touch are unreliable and imprecise, and often lead marketers to make the wrong decisions when it comes to budget allocation. There are, however, two distinctly different measurement methods that offer marketers advanced ways to identify the channels, campaigns,…

"Our goal is to give marketers a detailed picture of how all the elements of their campaigns are contributing to the end result."Tell us a bit about your role at CAKE. Currently, I oversee CAKE’s business operations, plus our global technology and corporate strategy. As a marketing technology provider, our main focus is marketing intelligence. We build SaaS solutions that deliver accurate and granular insights about marketing campaign performance. Today’s marketers have so many options when it comes to where and how to…

Marketers are finally beginning to embrace multi-touch attribution (MTA) as a way to make in-flight optimization decisions in market, because they can learn which channels, platforms, publishers, formats, creatives, and audiences are influencing purchases, and how they all work together. MTA represents a major step forward for accountable marketing when it’s well understood, implemented correctly, and used in combination with other measurement methodologies like marketing mix modeling (MMM). In fact, CMOs across the world…

Mary Pat Donnellon CMO, CallRail Conversation intelligence is a trending topic for B2B sales analytics teams. CallRail, a leading call tracking, recording, and analytics platforms for Sales, provides reliable and powerful conversation analytics that take the guesswork out of qualifying leads. Mary Pat Donnellon, CMO at CallRail, spoke to us about the core tenets driving her company's marketing campaigns on call analytics and the future of CRM and Marketing Automation tools.Tell us about your role at CallRail and the…

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…

Kelly Jo Sands EVP, Marketing Technology, Ansira Data-driven, technology-enabled marketing solutions provider Ansira recently acquired Brand Protection Agency (BPA), a SaaS-based platform that provides manufacturers and brands with the ability to monitor, manage and communicate with their online reseller channels. We spoke to Kelly Jo Sands, EVP, Marketing Technology, Ansira to understand her thoughts on Digital transformation, attribution and the vast potential of AI/ML in advertising technology.Tell us about your role…

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.…

People-Based Marketing Is Key to US Ad Industry. In a Recent Report, Viant Tracked How People-Based Marketing Is Making a Huge Impact on the US Advertising Industry In February, Viant, a Meredith Corporation people-based advertising technology company, had announced a major enhancement to their partnership with Factual, the leading location data provider. Through a direct integration, Viant customers gained access to real-time foot traffic measurement and industry-leading reporting powered by Factual’s location data…