Customer Data Platforms (CDP) vs Single Customer View (SCV) When trying to better understand their customers and improve the purchasing journey, businesses are often overwhelmed by the volume of data available. This includes data collected from different marketing channels (digital and offline), their sales systems and their customer services operations. Why the need for a …
Category: Customer Acquisition
How to measure marketing campaign responders more effectively
Given the investment and effort marketers put into their organisation’s campaigns, it’s no wonder that how you measure campaign outcomes is a key consideration. Of course online campaigns such as AdWords come with detailed analytics, but they only really show one action taken from the ad (eg a click, call or other set goal). They …
Understanding your digital ads’ true return on investment
There are many ways in which digital advertising can have an impact on someone’s propensity to buy from your business. So when it comes to reviewing customer attribution performance in relation to marketing spend, approaches vary depending on the channel used, external factors such as buyer behaviour and seasonality, and other elements of the marketing …
Marketing attribution approach selection tool
If you’ve ever wondered why there are different approaches to marketing attribution and want to find the best way to measure the influence your marketing has on the customer journey, we have a tool which can help. It will help you to determine the best attribution approach for your business and check if you’re using …
Why affiliates are breaking your attribution reporting (and how to fix it)
When brands need to work out which marketing channels are driving spend, affiliate programmes consistently rear their head as a huge pain point. They typically barge into the sales process, ‘claiming’ sales regardless of whether they had any impact at all. This was a hot topic back at the DCA’s Silver Market Day and was …
