Attribution Modeling

Deeper Attribution Modeling with Adobe Analytics

Deeper Attribution Modeling with Adobe Analytics

Adobe Analytics users are probably familiar with first touch and last touch attribution models, but we find that many aren’t clear on the advantages and disadvantages of other attribution models. In this deep dive post from one of our Certified Adobe Analytics Analysts, we’ll show you how to get more valuable insights from your Marketing Channels reports. Get actionable tips on how to leverage other attribution models to optimally allocate credit to marketing channels and more effectively analyze customer conversion paths to help you meet your ultimate goal of optimizing your marketing investments.

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July 18, 2016

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Get the Complete Story with Big Data Analytics

Get the Complete Story with Big Data Analytics

YES, Big Data is an OVERUSED BUZZWORD but there is truly real value to be had even by small organizations. Big data helps you see the complete story by aggregating data from different sources like web analytics, social, customer and location data. Big Data Analytics is getting easier, less expensive, and more likely to accelerate business understanding then ever before.

Give us 5 minutes of your time to read this primer on Big Data, and you will take away a clearer understanding of Big Data, learn what the benefits are, and be introduced to two entry level solutions that allow the smallest of organizations to get their feet wet with minimal risk and cost.

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July 2, 2013

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What is Google Attribution Modeling? Do you need it?

What is Google Attribution Modeling? Do you need it?

Attribution Modeling is the science of determining the value of each customer touch point leading to a conversion. It helps you understand the customer journey and justify your marketing spend. Google is rolling this powerful tool, once reserved only for the largest companies, to all their analytics users. Now, that you know what it is, have learned that you are going to get it for free, and have a sense why to use it; aren’t you ready to learn more? Read on to find out how to determine if you need it, how to set it up, and how to customize it.

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January 26, 2013

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Multi-Channel Funnels Provide Attribution Insight in Google Analytics

Multi-Channel Funnels Provide Attribution Insight in Google Analytics

When a conversion takes place in Google Analytics, it is attributed (given credit) to the last session and source that brought the visitor to the site when that conversion took place. The problem with this is that this is not how it works in the real world for most websites. A visitor will take varying source paths across multiple visits before buying your product or filling out your lead form. Google is testing a new feature called Multi-Channel Funnels (as a limited pilot to trusted testers such as ourselves) that aims to solve this problem.

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April 19, 2011

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