TAG: attribution

Roy Morgan just released some very interesting statistics on mobile phone research and purchasing behaviour that has wide ranging implications for media attribution and optimisation. The below charts show how a growing number of Australians turned to the Internet for information on mobile phones before actually making a purchase. The Internet is now almost twice as popular as catalogues and far surpasses TV and newspapers as the most popular research medium. However, while the Internet is considered useful for information about mobile phones, a relatively low proportion of Australians end [...]

It wasn’t long ago when a Telco called 3 sponsored Australian Cricket and Vodafone delivered excellent coverage and customer service. Or when media attribution meant analysing the ‘last click’ as favoured by Google. These days, the last click attribution model is a dinosaur. Since every customer interacts with your brand in a different way, only giving recognition to the last click doesn’t take into account the full purchase path - all the steps along the way that influenced the customer to buy. That’s where media attribution comes in. Media attribution allows [...]

MapReduce, Hadoop, and doing it yourself The Data Team attended the fantastic Big Data Meetup organised by Rami Mukhtar from Ambiata last night. I’ve been a very times before and always enjoyed it, but it’s become particularly relevant now that Ra…

In the past few weeks, a variety of our clients have been forwarding us questions about this “Dark Social” phenomenon, recently highlighted in an article that appeared in The Atlantic magazine. The basic idea is that: A lot of what happens on the …

Media attribution is an incredibly hot topic around our office at the moment, and it’s also a topic we are very passionate about. If you think your company should be analysing all campaign touch points leading up to a conversion, not just the last…

In this increasing complex media world, the ADMA Multi-Channel Marketing Certificate is an awesome foundation for any Marketer and teaches how to develop effective strategies in this environment. We especially like the course as we get to do a gue…