Category Archives: marketing attribution

Q&A: Michael Lazerow On The Growth Of Social Media, Social Commerce, And Attribution

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Mike Lazerow, Buddy Media

As Chairman and CEO of Buddy Media, a preferred platform for Facebook management by eight of the ten top global advertisers, Michael Lazerow is a widely recognized thought leader on digital media and marketing trends. We caught up with him to discuss the growth of social media, social commerce, and social media attribution, as well as the role tag management plays in helping marketers better understand customer’s path to conversion.

Q: In a recent study your company did with Booz & Company, ”Campaigns to Capabilities: Social Media and Marketing 2011,” you guys revealed that while marketing dollars are increasingly shifting toward social media efforts there are still many marketers who don’t understand ROI. Why is that?

A: There are a couple of factors at play here. Many brands don’t know what they should be measuring or even what they are able to measure. If you don’t decide upon attainable objectives, then it is nearly impossible to gauge any sort of return on investment. Continue reading →

Q&A: Webtrends Alex Yoder on Analytics and Independent Tag Management, Part 2

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In part 1 of this two-part interview, Alex Yoder, CEO of Webtrends, discussed his company’s current success and what’s happening in mobile analytics. In this installment, he talks about the importance of an independent tag management system and what he sees happening in the space overall.

Q: Both Coremetrics and Omniture have recently announced their Tag Management Systems (TMS). Why hasn’t WebTrends built a TMS?

A: I speak to many, many clients who feel trapped by their current vendor, simply because that vendor’s tag is on their site and the client is concerned that it will be too difficult to retag. Continue reading →

The complexity of marketing attribution: how Logan Tod asks and answers big questions of attribution data

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Analytics and optimisation consultancy Logan Tod has developed an approach that incorporates attribution modelling within its own optimisation framework so its clients can decide where to invest their ad spend.

The framework classifies individual marketing activity, from high-level channels down to low-level keywords, with specific recommendations associated with each. One visualization of Logan Tod’s process looks a little like this:

Continue reading →