Simply put, attribution is about giving credit where it is due. Unfortunately, there is nothing simple about the online and offline paths that lead to a sale or other conversion...
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When comScore started measuring the digital landscape 12 years ago, most households had one desktop computer and dialup access was common. No one could have predicted the impact of widespread broadband access, mobile browsing and tablet ownership...
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Updating the "Ladder of Insight" that was published several years ago to reflect some observations on levels of measurement sophistication with respect to digital/social attribution...
Read MoreAs 2012 planning season approaches, work your way down this checklist to incresae the probability that you'll get the resources you need to help move your marketing initiatives along...
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By changing your approach, you can generate productive engagement rather than defensive deflection when finance and marketing interact...
Read MoreI saw an article in Ad Age today headline: Banks That Spend the Most on TV Ads Performed the Best. It referred to "A new report from financial-services research firm Aite Group, which examined ad-spending trends and return on advertising performance...
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