30-second summary: Increased privacy controls in the latest iOS release will dramatically restrict ad platforms’ abilities to track users of Apple products across apps and mobile web Facebook has reacted by limiting its attribution windows and the type of data available for advertisers to target customers across all devices For […]
30-second summary: We need to evolve our benchmarks, KPIs, and other success metrics to meet today’s standards and measure the new, first-party data-driven and contextual ecosystem. While click-through rate (CTR) had its moment as the go-to metric marketers defined success by, it’s no longer able to accurately depict how well […]
“While multi-touch attribution (MTA) was supposed to end the struggle to prove campaign value, all it has proven is that it’s extremely expensive, time-consuming, and nearly impossible for fast-growing brands deploying significant walled-garden media.” When Trevor Testwuide and his co-founder Madan Bharadwaj set out to launch Measured in 2017, their […]
To help marketers better navigate the world of measurement and attribution, we’ve partnered with Facebook and Fospha to design a free online course. Marketers need to know which of their marketing efforts have worked best — and this is obviously much easier said than done. Making sense of nonlinear consumer […]
“One of the biggest pitfalls for performance measurement is to measure the ‘part’ with ignorance of the ‘whole,’” wrote Pearl Zhu, author of the Digital Master book series. Her quote perfectly reflects the growing realization of marketing measurement’s critical role. We see a requirement to evolve beyond attributing the value […]
Although technological advances have simplified evaluating metrics and quantifying data from campaigns, it’s still a complicated process. How should marketers approach these challenges? [ccw-atrib-link]