THE RKGBLOG

Attribution, Business, Paid Search, ROI Measurement, SEM, Web Marketing:

Attribution is all about giving credit where credit is due. RKG takes the complexity and the mystery out of the sales conversion by providing data and analysis that pinpoint which channels “assist” and which should get credit for “scoring the goal.” Know which players convert customers, focus resources with precision and prepare for the bewildered looks when you race past the competition.

Targeting business intelligence components can help to augment your primary KPI by optimizing for additional goals.

While attribution modeling can be interesting to talk about and useful to a point, we’ve found that it has a number of shortcomings such as it’s inability to inform meaningful and actionable decisions on how marketing dollars should be spent and lack of effectiveness in getting buy-in from executive leadership to make changes.

What do we do when a keyword facilitates an intermediate step in the selling process? How do we credit the keyword for indirectly driving revenue down the line?

One man’s search for the perfect Valentine’s Day gift provides a demonstration of the complexity of multi-channel online attribution.

We are once again happy to announce the release of the latest RKG Digital Marketing Report featuring our analysis of fourth quarter and holiday shopping trends for 2013.

How are trends around mobile and email affecting attribution modeling? To find out, watch today’s video addressing this topic in detail.

After you have established and optimized your Digital Marketing RFP process, it is time to develop the core questions. The following is not intended to be an exhaustive list but are some sample open-ended questions you can use in your own RFP.

Learn the 5 steps to setup micro-conversion tracking in order to develop a more comprehensive picture of paid search program effectiveness.

Learn how RKG’s George Michie thinks about big data, algorithms and machines making marketing decisions.

We are happy to announce the release of the latest RKG Digital Marketing Report featuring our analysis of second quarter trends in 2013.

The correlations that serve us well for auction-based bidding do not necessarily answer our needs in cross-channel attribution.

Google is passing referrers at greater rates for paid iOS 6 clicks, but organic searches appear unaffected by the change.

We are happy to announce the release of the RKG Digital Marketing Report covering the fourth quarter of 2012.

With iOS 6 obscuring the true volume of Google organic search visits, it is important for us to accurately assess the full impact.

Announcing the RKG Digital Marketing Report for Q3 2012. The latest data and analysis of marketing trends for paid search, SEO, comparison shopping engines, social, attribution and more.

A technological disconnect between the online and physical worlds is one of the biggest challenges in attribution, but that doesn’t mean that you can’t put systems in place to get a solid idea of how your online efforts are directly affecting offline sales & conversions.

As difficult as the technical barriers are to smart attribution, the human hurdles are even higher.

Failures can teach us a great deal, too.

Announcing the latest RKG Digital Marketing Report for Q1 2012. Google’s lead over Bing/Yahoo! widens even as the CPCs it commands continue to decline.

We recently analyzed click path data for orders that were preceded either by a paid search touch or an organic search touch within 30 days of the purchase to see what the numbers might tell us about how searchers are utilizing the two channels.

Today we released the RKG Digital Marketing Report for the fourth quarter of 2011, offering data and analysis for paid search, SEO, Facebook advertising and more.

A plethora of articles have been written about the convergence of SEO and PPC, most of them fairly elementary. To realize a competitive advantage, and to really integrate learnings from each channel, we need to dig a little deeper.

In the complex world of media mix analysis it’s important to have a trustworthy guide. Just as a last touch attribution model can lead to mis-allocation of resources, over-crediting first touches can mislead as well.

Looking at data across RKG’s Attribution and Facebook clients we assess how Facebook users are currently fitting into the larger multi-channel picture.

Simply counting assists is a poor solution to the attribution puzzle.