Attribution

21st Century Branding: Is it a Hoax?
January 19, 2018 at 9:13 am

I smirk when anyone tells me that "branding" is the core of any campaign. Branding is to measurement what superstition is to science. You advertise to do one thing: move product — period. That product is sold either online or offline. Online measurement, while not perfect, is evolving. Offline, up until recently, not so much.…

Ensuring The Success Of Your Channel Incentive Program
December 20, 2017 at 3:14 pm

In today’s omnichannel environment, optimizing inventory across multiple stores and distribution centers is an enormous challenge impacting a retailer’s bottom line. According to research from retail analyst firm IHL Group, retailers are losing up to $1.75 trillion in overstocks and out-of-stocks every year! Having too much inventory allocated to stores often leads to margin-eroding discounting and […]

Shape Up, Ship Out and Shop On: O2O Thinking Could Solve the Retail ‘Crisis’
July 31, 2017 at 10:25 am

As we witness giants such as J.C. Penney and Macy’s close a number of locations, it can seem easy to draw conclusions that the end is near. The truth is that this decline in foot traffic has much less to do with what’s coming, but more with what was always on its way. Successful retailers…

Solving the Attribution Puzzle
June 22, 2017 at 1:17 pm

Catalogers rely on matchbacks to compare catalogs mailed against the response rates from their various housefile and prospecting list segments. However, matchback attribution rates, which are the percentage of orders that can be allocated back to a catalog mailing, are decaying. It’s important that the attribution of orders can be as high a percentage possible.…

With Attribution Adoption on the Rise, How Can Marketers Ensure Success?
May 24, 2017 at 12:10 pm

New research from the Interactive Advertising Bureau and Winterberry Group sheds an interesting light on marketers’ preferred tactics and technologies. One of the most dramatic revelations is the steep rise in investment in cross-channel measurement and attribution. Just one-third of survey respondents said that these tactics occupied their time in 2016, but almost double that…