We all know the power of a strong brand. How effective and important is it for a business to be top of mind to potential customers. How successful brands manage to position themselves in a specific industry or market. If I had to ask anyone to name 3 tech brands, they would easily mention brandsContinue reading “How to secure investment, plan, execute and measure a brand campaign”
Category Archives: Measurement and tech
Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI
You’ve probably heard about marketing acronyms, you can find these everywhere (SEM, CRM, CMS, PPC, SEO, B2B, B2C, D2C, and an endless etc), there are new popping up all the time. It might seem hard to keep up with them and you might sometimes feel as you´re at risk of becoming outdated or missing outContinue reading “Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI”
Using scientific methodology in marketing
Traditionally there is a perception about advertising and marketing being a field dedicated to arts, creative people thinking about slogans and filming videos for the next TV campaign. Although this in some way remains true, there are some fundamental changes happening in the industry that influence the basis of any marketing activity. An increasingly popularContinue reading “Using scientific methodology in marketing”
Identifying a measurement framework for your marketing activity
Why reporting and analytics is so important? It is important for a business and marketing department to have a way to measure and help us understand if the decisions we make are having a positive impact. To do so we need a robust and consistent measurement framework and reporting capabilities. There is a clear advantageContinue reading “Identifying a measurement framework for your marketing activity”
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”
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”
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