THE CHALLENGE: As many as 80% of marketers continue to use “last click” methods as part of their primary attribution marketing strategy. Are you part of the 80%? In this complex, omnichannel environment, you must move beyond traditional attribution models to understand what’s truly driving consumers to convert so you can allocate advertising budgets more effectively.
The evolving nature of what is acceptable behavior on social media has been researched by McCann Worldgroup's consumer intelligence unit, McCann Truth Central. It reveals changing attitudes towards 'oversharing' and styles of communication among both users and brands.
According to McCann's latest Truth About Privacy report, there has been a 'privacy backlash' over the last two years with users, particularly those in the younger age brackets, preferring more private networks such as Snapchat.
"We found evidence of a new trend towards ...
What gets measured gets done. But these days, you can only measure so much -- so what should you measure?
If you are engaged in landing page optimization, the metric you are optimizing heavily influences the success of your optimization efforts.
In this week's chart, we'll take a look at what metrics marketers are using to measure the effectiveness of their websites...