As we settle into 2013 and what will be a BIG year in digital marketing, we’ve teamed up with our premium partners to bring you our collective take on the biggest opportunities for marketers this year. Marketing gurus from leading digital solutions share their answers to the following question:
What are the greatest challenges and/or opportunities facing digital marketers in 2013? Continue reading →
At the dawn of the Web, tracking and data wasn’t regarded as powerful as it is today (anyone remember server log analysis, or the 30 page Webtrends reports?). Today, analysis is at the heart of a successful e-commerce strategy, although there has been a grave oversight which has only now been remedied.
As marketers run more and more advertising channels in driving users to the website, they’ve rightly relied on tracking to identify what worked and what didn’t. The problem is they have been looking at the wrong thing and basing media decisions from the wrong perspective.
The last-click model has been the demise of many marketing channels which perhaps played a valuable part in the brand discovery or product selection process of the consumer. Once the consumer has decided what they wanted to buy, they’d typically go directly to the site (via a branded search term) and convert in that visit. As the last click, that branded search term would have been credited with the sale and all the valuable media they consumed in getting to that decision was ignored and not credited. This leads to money being directed away from valuable media and fed into the direct channels and very much away from profitability.
With our clients now basing media decisions on attributed data (where the credit of the sale is shared between all campaigns in the path to conversion), very different media decisions are being made and happily they are reporting a great increase in overall performance of their activity. Check out our new Boden attribution case study to see this in action.
Why it’s taken so long for the industry to grasp this with both hands I don’t know, but now the tide has changed this is excellent for marketers for a number of reasons:It makes marketing much more fun as you can try out lots of smaller channels using attributed data to show their true value
It makes the Web better as publishers can be more focused on providing the excellent content to capture the user’s interest rather than keep trying to get them to click through to an advertiser and buy right away
It will continue the growth in the digital marketing industry as ROI get higher and higher (perhaps to the detriment of the other traditional media)
Oh, and it will get you a promotion and that healthy bonus as you will see far greater returns for your marketing than before!
NEW YORK (July 21, 2010) TagMan, the marketing tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns through a single universal tag, today announced a Board of Advisors tasked to consult with the rapidly growing company on its strategy and tactics. Continue reading →
Chatting with a TagMan client (who I can’t name) about the attribution data we provide them, I was really impressed with the approach they have taken in assessing the quality (and ROI) of campaigns and how they use this data in their media planning.
The digital currency of awarding credit is still on the last click that generated the sale, and this is what they use for awarding their affiliates and other CPA channels commission for the business they generate. However, they use the attribution analysis of the campaigns to work out if a CPA channel is producing a positive ROI – and therefore if they should continue to invest in it. Continue reading →
Many companies have commented that through their use of an advanced web analytics company like AT Internet, Omniture or RedEye they already have analysis of every campaign a user clicks on in their path to conversion, and as a result they struggle to see how TagMan can help them beyond that. Continue reading →
I’d like to thank Dixons for their latest tube ads which should bring to light how important the consideration and selection of products are as well as the final purchase in the sales process. Continue reading →