Single source attribution models as their name suggests match sales revenue to only one marketing tactic so one expense. They are very easy to implement, easy to use and easy to explain.
Read MoreMarketing attribution is based on what may be the most ironic quote of all time. Certainly, it is in the top ten.
Read MoreAttribution modelling has seemingly moved on since the days of Mad Men. There are a lot more models but that has not necessarily translated into a better life for marketers.
Read MoreThe first direct marketing piece was written in 1480 by William Caxton in England. He was trying out this new marketing technique to sell a book that he had printed using his cutting edge technology, the printing press.
Read MoreI recently contributed this advice for an article on increasing your open rates.
Open rate is always the wrong metric because open rate is always wrong. Don’t misunderstand, the open rate on any given campaign can be useful for indicating if something significant has gone wrong.
Read MoreThe Advertising Standards Authority (ASA) revised their rules for the use of data in marketing in early November of last year. There are a couple of subtle changes with the GDPR and the DMA code that you should note.
Read MoreComing off a tough 2018 where all we seemed to talk about was GDPR and how it seemed to be killing email, The UK DMA Consumer Tracker report is very good news. Not only is email popular with consumers across the entire purchase journey, but we also now know which other channels we should be plugging into the journey and when.
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