Author: Ranjana Konatt

Attribution in marketing is the craft of understanding how marketing efforts attract and convert prospects into customers. This is a complex exercise and the best way available to do this today is through touchpoints, which are interactions with your customer.

Multi-channel marketing is the process of interacting with prospects across websites, digital ads, social media, direct mail, catalogs, email, mobile, or any other channel chosen by the prospect. Marketing your products and services on a single channel isn’t enough for

In a previous article, we covered attribution and what it means in marketing. Accurate attribution however goes deeper than just cross-device and cross-channel and there are various types of attribution that every marketer must understand.   Presently, we focus on four types of attributions

Attribution can be identified as one of the primary challenges in marketing today. Online marketing has become complex and marketers are consistently challenged to update their understanding of the subject. Attribution in the marketing world points to three main areas

Campaign optimization is a strategy used by marketers to boost the effectiveness of marketing or advertising campaigns. In terms of advertising or marketing, it enables advertisers to achieve the best possible results. Campaigns can be optimized for particular objectives like

Brands from the retail sector recognize the constant need to be connected to their customers. Omnichannel marketing allows marketers to provide an unparalleled shopping experience across channels inclusive of digital and physical stores. Let us begin with a simple definition –

Omnichannel marketing is the seamless integration of messaging; online and offline touchpoints as consumers move down the sales funnel, enabling a more impactful customer experience. This could include physical (stores) and digital channels (websites). John Bowden, Senior VP of Customer

2023 is a few weeks away, and we can already see ourselves planning for the new year. As the saying goes – ‘A rising tide lifts all boats.’ For the advertising industry, the tide is the growth of first-party data.

Ad blockers are softwares specifically developed to remove or prevent ads from being shown on a website. When online there are platforms that communicate back and forth (Data management platforms to demand-side platforms, ad exchanges, to supply-side platforms. This is