{"id":2495,"date":"2014-10-02T18:26:50","date_gmt":"2014-10-02T18:26:50","guid":{"rendered":"http:\/\/staging.oddbee.com\/canopy-labs\/?p=2495"},"modified":"2018-06-05T13:56:09","modified_gmt":"2018-06-05T17:56:09","slug":"white-paper-moving-to-data-driven-marketing-attribution","status":"publish","type":"post","link":"https:\/\/staging.oddbee.com\/canopy-labs\/white-paper-moving-to-data-driven-marketing-attribution\/","title":{"rendered":"White Paper: Moving to Data-Driven Marketing Attribution"},"content":{"rendered":"\"Blog_Marketing_Attribution\"\n

Let\u2019s consider this paradox: in a 2012 survey by Econsultancy and Google, only 14% of marketers believed that last-click attribution was a \u201cvery effective\u201d process of revenue attribution – yet the same survey revealed that more than half of them continue to rely on it for their day-to-day reporting.<\/p>\n

Today, customers are likely to make multiple touch-points with your business before making a purchase, from email newsletters to web searches to customer service requests. Basic models such as first- or last-click attribution can only tell you part of the customer journey, and ultimately contributes to an inefficient use of marketing spend. As the former U.S. Postmaster General John Wannamaker once said, \u201cHalf the money I spend on advertising is wasted; the trouble is, I don\u2019t know which half.\u201d Clearly, there is a wealth of data from e-mail, web, and other sources that can provide a better picture of the digital customer than a simple last-click analysis reveals.<\/p>\n

Today, we are launching a new white paper, Big Data for Marketing Attribution<\/strong><\/a>, that offers\u00a0a new way for companies to track marketing conversions and revenue attribution. By using data analytics to generate a full picture of every customer, companies can analyze each individual’s buying journey over the span of weeks and months, from which e-mail newsletters they opened\u00a0to how many times they browsed a product page. By adopting a data-driven marketing attribution approach, companies can begin to discover important trends, patterns, and actions that will inform how sales conversions should be attributed, and ultimately drive their sales.<\/p>\n

To learn more, get your copy of the whitepaper today<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

Let\u2019s consider this paradox: in a 2012 survey by Econsultancy and Google, only 14% of marketers believed that last-click attribution was a \u201cvery effective\u201d process of revenue attribution – yet the same survey revealed that more than half of them continue to rely on it for their day-to-day reporting. Today, customers are likely to make […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"_links":{"self":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2495"}],"collection":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/comments?post=2495"}],"version-history":[{"count":1,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2495\/revisions"}],"predecessor-version":[{"id":6102,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2495\/revisions\/6102"}],"wp:attachment":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/media?parent=2495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/categories?post=2495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}