Marketer’s guide to data-driven marketing attribution James Kinley, Principal Data Scientist at Cloudera, showcases how marketers can build a custom, data-driven attribution model to measure the performance of their global campaigns.
ClickZ Daily: August 3, 2020 |
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| Happy Monday! Today we have James Kinley, Principal Data Scientist at Cloudera, showcasing how marketers can build a custom, data-driven attribution model to measure the performance of their global campaigns. “All attribution models have their pros and cons, but one drawback the traditional models have in common is that they are rules-based. The user has to decide upfront how they want the credit for sales events to be divided between the touchpoints,” says James. Also Liz Waldeck-Pinckert, Director of Client Partnerships for North America at AdColony, highlights mobile publishing trends that aren’t likely to change no matter what 2020 brings us. She writes: Consumers seem more comfortable with full-screen ads than even five years ago. We can thank connected TV (CTV) for that because it has conditioned us to sit through full-screen ads even in an on-demand, non-linear TV environment. Benchmarking Survey 2020 We’re tracking six core marketing trends over the next few months to help you benchmark your response to COVID-19. Please complete this quick survey and see how you compare with others in the industry. Your answers will be treated confidentially. |
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Data & Analytics James Kinley James Kinley, Principal Data Scientist at Cloudera, showcases how marketers can build a custom, data-driven attribution model to measure the performance of their global campaigns. |
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Digital Marketing Liz Waldeck-Pinckert Liz Waldeck-Pinckert, Director of Client Partnerships for North America at AdColony, highlights mobile publishing trends that aren’t likely to change no matter what 2020 brings us. Read more |
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| AI & Automation Nate Skinner Oracle’s Nate Skinner tells us why positive customer experiences are more important now than ever before and how Artificial Intelligence (AI) can help create stronger relationships with the customers we already have. Read more |
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| Digital Marketing Ashley Schweigert The adoption of robust marketing technology requires full understanding on what is needed from a company’s team and key stakeholders. Read more |
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| CPG (FMCG) Tina Wilson From an ever-complex market landscape to strains caused by COVID-19, CPG brands are up against a number of challenges these days. In order to tackle those challenges, marketers first need to understand them. Read more |
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