There are vast amounts of data available right now, and if you have any tracking on your website or app of clickstream data, chances are you are using analysis, data science, or machine learning to try making sense of it all. This is great! Whatever level of analysis you are using, moving to a data-informed […]
Tag Archives: marketing
Getting as Complex as Necessary: Attribution Modelling
Attribution is a hot topic, but it can be daunting to know where to begin. Read my post on Cardinal Path’s blog to find out where you should begin. What does getting as complicated as necessary look like for you? That depends on where you are on the path to attribution. For example, for a […]
Are You Spending Too Much?
Are you spending too much on online advertising? Find out how to answer this here. In this post I wrote on the Cardinal Path blog, I explain how diminishing returns can be used to optimize your spending budget. As you are probably aware, every dollar spent on advertising does not generate equal return. When looking […]
Data Driven Attribution or Media Mix Modelling?
Read this post I wrote on Cardinal Path’s blog to learn the difference between Attribution and Media Mix Modeling. It can be a bit confusing since they both seem to answer the same or similar questions, but depending on your business, one is probably better suited to your needs. This table from the post summarises […]
Assessing a Data-Driven Attribution Solution
Is your organization thinking about attribution? Who should you choose to help you solve the attribution problem? I wrote this post on Cardinal Path’s blog to help you ask the right questions to get the best attribution vendor for you. Data-driven attribution is used to determine which marketing channels have the largest impact on conversion. […]