cristianc

The customer life cycle or funnel

After working at different organisations I have had the opportunity to test different channels with the purpose of driving acquisition. I have learned and find out that some channels are effective at doing different things and reaching the user in different ways and stages of the funnel. I will call it a funnel but someContinue reading “The customer life cycle or funnel”

Acquisition marketing measurement framework

When working in an organisation where growth has happened organically teams find themselves innovating and testing new channels, in some cases there are different professionals and teams working in silos without coordination and direction of how they should be structuring their efforts and measuring success. This is very important, as it is the way toContinue reading “Acquisition marketing measurement framework”

Prioritising marketing efforts, data driven strategy visualisation

When working in a business where there are different products, markets and stakeholders, it might be hard to decide and create consensus on what are the priorities. Everybody has an agenda and compete to get attention from senior management to acquire resources. This situation can apply to different cases such as: What should be myContinue reading “Prioritising marketing efforts, data driven strategy visualisation”

First click, last click and linear multitouch attribution models, part 3

In the previous article, I described what is attribution and how the default, last click model works. The problem with this model is that it doesn’t give any credit to the channels that were driving value at higher stages of the funnel. This model is not having in account those first channels that attracted theContinue reading “First click, last click and linear multitouch attribution models, part 3”

Last click model, multitouch attribution models part 2

In the last post I introduced what multitouch attribution is, why it is useful and what kind of business questions this can help answer. Now, if you are interested in knowing a bit more about the topic I will be writing about the most common or popular models used to date. I will be usingContinue reading “Last click model, multitouch attribution models part 2”

What is multitouch attribution modeling for marketing

What is multi-touch attribution? It has different meanings for different marketers but in essence, it would be the science that would help us understand what the journey is and how we attribute value to each of the channels in our marketing efforts. For example, any marketer will look at the steps that someone will takeContinue reading “What is multitouch attribution modeling for marketing”

What happened before ordering a pizza, from needs and motivations to perceptions and the decision-making

I had been sitting on the couch the other Sunday eating pizza and a thought came to my mind, how did I get to do this? I tried to analyze all the process from the most basic motivation to the decision of ordering it. I found out that there had been a few things thatContinue reading “What happened before ordering a pizza, from needs and motivations to perceptions and the decision-making”