How Do Marketers and Agencies Measure Multichannel Influence?

Findings from Econsultancy and Google Analytics suggest the majority of marketers worldwide failed to use attribution models that properly describe the influence of each ad format and marketing channel on the consumer’s purchase path.

The last-click attribution model was the most common method used by marketers and agencies worldwide. Under this model, the last click receives full credit for any revenue generated.

Lesser used methods of attribution—including first-click, the direct counter to last-click; linear, a model that assigns equal weighting to all interactions; and customized by channel, a type of linear model in which marketers assign their own custom value to each touchpoint—were used by a greater number of agencies than marketers.

First-click and last-click attribution models are easiest to measure, but their use can over- or under-credit an ad format’s influence on conversion activity.

I encourage you to read the full article on eMarketer.

3MS – Making Measurement Make Sense

“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.

Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.

Few changes to be tested:

  • Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
  • Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
  • Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.

  • Source: Advertising Age

    Inbound Marketing University – 16 Training Courses

    HubSpot is kindly sharing 16 great marketing courses, which are MUST to every online marketer.

    If you are interested in becoming certified Inbound Marketing Certified Professional, you can register here.

    Below you can watch all training courses:

    Inbound Marketing University Certification Program

    1: How to Blog Effectively for Business

    Professors: Ann Handley & Mack Collier, MarketingProfs

    2: SEO Crash Course to Get Found
    Professor: Lee Odden, TopRank Online Marketing

    3: Social Media and Building Community
    Professor: Chris Brogan, New Marketing Labs

    4: Successful Business Uses for Facebook and LinkedIn
    Professor: Elyse Tager, Silicon Valley American Marketing Association

    5: Viral Marketing and World Wide Raves
    Professor: David Meerman Scott, author of New Rules of Marketing & PR and
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    6: Advanced SEO Tactics: On Beyond Keyword Research
    Professor: Rand Fishkin, SEOmoz

    7: Calls to Action and Landing Page Best Practices

    Professor: Jeanne Hopkins, MECLABS, Marketing Experiments

    8: Inbound Lead Nurturing

    Professor: Brian Carroll, MECLABS, InTouch

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    Professor: Eric Groves, Constant Contact

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    Professor: Todd Defren, SHIFT Communications

    11: Twitter for Business

    Professor: Laura Fitton, Pistachio Consulting, co-author of Twitter for Dummies

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    Professor: Avinash Kaushik, Google and author of Web Analytics 2.0

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    Professor: Mike Volpe, HubSpot

    Is the time of exposure the new metric for display advertising?

    Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

    French company called Alenty created this technology. You can see live demo of their technology here.

    If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.