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: measurement
Adding Context to Attribution Data
As with all things, without context, attribution data is hard to interpret. I discuss on Cardinal Path’s blog why it’s so important to make sure your attribution analysis includes controlling for the cost of the media spent. As marketers continue to grapple with assessing every channel and marketing touchpoint, it’s important to note — attribution […]
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 […]
Is your website helping drive conversions? Use Content Attribution to find out!
Read my post on Cardinal Path’s blog to learn more about content attribution. Attribution is used to determine which marketing events contribute the most (and most often) to sales conversions. But in almost all cases, customers will see more than just advertising before they convert. Oftentimes, they will be fed content across your website which […]
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. […]
Attribution and Goodhart’s Law
Check out this post I wrote on Cardinal Path’s blog! This is one of my favourite blog posts. Goodhart’s Law seems to pop up everywhere! That’s why you need to think about how you measure your goals and targets and make sure they don’t skew incentives in an undesirable direction. From the post: “When a measure […]