Data and web analytics should be playing a central part in all digital marketing campaigns, regardless of channel. However, we’ve been basing our decisions on the data provided to us through site analytics packages and for a long time now the industry standard measurement has been last click attribution. This method of attribution [...]
I’ve been a great believer in conversion attribution, but recently I’ve been thinking that with the evolution of the web conversion attribution has failed before it’s even taken off
There has historically been a lack focus, knowledge and tools around conversion attribution, but from a personal perspective I always found analysing this information incredibly useful to assess how each channel is performing. This data can then be utilised to help dramatically improve online marketing performance. This view (up until very recently) has [...]
