Articles
marketing daily:'Own' Your Digital Marketing Data
Access to digital data has brought a wealth of opportunity to marketers, allowing them to reach buyers and prospects anywhere online. Yet that abundance creates its own unique problems. Managing the vast amount of data associated with digital ad exposures and interactions -- especially as agency relationships change -- is a challenge that marketers must deal with in order to realize the full potential of digital media.
Online Media Daily: Improving Marketing ROI: Towards a More Equitable Conversion Attribution Model
While last-click attribution is an easy default mode for digital marketers, this practice can lead to serious marketing missteps, including inflated digital marketing estimates and misallocation of marketing spend.
The underlying issue is that a frequent assumption of online marketing -- that the last click is the prime contributor to the sale -- is flawed. In fact, there are a multiplicity of factors (touchpoints and exposures both on and offline) that have helped pave the way for that click. Unfortunately, last-click attribution models create an illusion of "marketing science," when in fact the results are often grossly overstated, resulting in erroneous findings that can dramatically affect marketing ROI. MORE >
iMedia Connection:Don't Ditch Diligence in Favor of Digital
Article insights include: companies that analyze digital in isolation from other tactics often miss key components of the ROI picture; don't rely too heavily on attribution models that tie sales directly to digital tactics; and watch the relative saturation levels of offline and online media. Click here to view on iMediaconnection.com
ECommerce Times: Memo to Digital Marketers: Be Strategic and Prove the ROI
This paper describes 5 ways that e-commerce marketers can support and defend their digital media spends, by showing demonstrable returns and business impact. MORE >
media metrics:Go Forth and Multiply
There’s no longer a question of going with old vs. new media, but rather how they can be used together to improve ROI. Investment in digital marketing, search marketing and social media has moved from the “garage band days,” if you will, to a significant line item in marketing budgets. Click here to view in Media Post
Eview:TV Combined With Paid Search Equals E-commerce Success
The big secret today in Internet marketing is that you don't have to be a marketing genius to achieve favorable ROI from your online investments. However, like the stock market in boom times, it's dangerous to be mesmerized by your gains. Many companies today aren't maximizing their Internet marketing investments, despite high effectiveness levels. Click here to view in emarketingandcommerce.com
marketing daily:5 Ways to Get Along with Finance
Marketing vs. finance: it's right up there with the Yankees vs. the Red Sox, Democrats vs. Republicans and Mac vs. PC. For years, the two groups have been at loggerheads, and the reasons have now become calcified. It almost becomes part of the training for finance rookies: "Don't trust the marketing numbers." Among the key challenges are language barriers, accounting disagreements, cultural clashes and even how to define marketing return on investment (ROI). Click here to view in Media Post
Marketing daily commentary:
Measuring The Impact Of Buzz On Brands
Go to any marketing conference and you’re likely to find topics such as buzz, word of mouth (WOM), and social networks on the agenda. We have all heard the stories of brands being impacted (positively and negatively) by consumer-generated content that is delivered through blogs, message boards, and photo and video sites. And you know it has reached critical mass when Time magazine awards “You” with the Person of the Year award, and Advertising Age awards “You” as the Agency of the Year. Click here to view in Media Post
MMA has worked with Fortune 500 companies all around the world.