Niall O’Malley – Difference Engine

Which Is The Best Marketing Attribution Model For My Business?

If you were to list all the attribution models that have been coined in marketing you could get to double digits. But many of these, if you are being kind, are ‘edge cases’. Really, there are 6 established predictive marketing attribution models and the rest are best described as ‘custom’…

Marketing Attribution – The Secret Weapon of Breakout Brands

Although the ‘last touch’ attribution model is most popular it fails to factor in a non-linear customer journey which is now normal for more complicated purchases.

Since internet-based marketing attribution became established in 1995, it has been the preserve of large companies with full-sized marketing and data analytics teams but even then it has been under-exploited. However, the times are changing. What Is Marketing Attribution? While Wikipedia defines (marketing) attribution as ‘…a set of user actions…

We Are Landing Page – Resistance is Futile

Nearly every business has a website, but few add to a business’s bottom line. Why? They simply create a bad first impression. Whoever said “You never have a second chance to make a great first impression,” made a valid point. You only get one opportunity to have your first interaction…