Krista Neher is the CEO of Boot Camp Digital ... You can't measure your marketing if you don't know what you want it to achieve. For example, the metrics that measure brand awareness are different ...

Those keen on planning for what’s next should start preparing for the end of digital marketing ... This measurement bias leads teams to optimize away from audiences where credit is lost for conversion ...

Ideally, stakeholders have played a role in mapping out the measurement model, so they’ll have ... Every business has a desired end-point to the digital marketing funnel, a.k.a. a conversion.

Until a few years ago, most e-commerce marketers were measuring conversions using “last click” attribution. A last click attribution model assigns credit for ... these techniques to optimize their ...

To better understand marketing impact, distinguishing between attribution and measurement is important. Digital attribution ... These real-world examples show that prioritizing measurement over ...

It’s critical for marketers to check their perceptions of channel performance with data to optimize their media mix.

Much has been written recently about digital marketing effectiveness and the measurement thereof. Finally, a few astute marketers are waking up to the significance of bona fide, accurate measurement.

For example, one company’s marketing mix model found that this quarter ... s observation that “what is measured, improves.” Measurement keeps marketing teams focused on important outcomes.

Our final discussion in this brand management series looks at impact: the ability to measure how digital assets can ... Fourth, map out your marketing technology (martech) stack to identify ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Julie Van Ullen, General Manager, US ...