Category Archives: Attribution

May 06 2015

Five Themes from the AdWords Livestream

While none of the individual announcements were earth-shattering or will impact all advertisers dramatically in the way that Enhanced Campaigns did, there were several announcements that may be big for some specific segments, and the bigger takeaway from these largely incremental changes may be what they said about where Google sees the industry heading and where they want to take it.

May 08 2014

Video: How to Measure the Value of Display Campaigns

Please watch this companion piece to our Dossier 5.1 article that discusses how marketers can best determine the effectiveness of display programs.

Mar 19 2014

Utilizing Business Intelligence in Paid Search Strategy

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

Mar 13 2014

Video: What's the Deal With Attribution Anyway?

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.