As martech professionals, we share a strident pursuit of the perfect attribution formula, which has arguably become one of the most united quests in all of modern marketing. At the same time, we certainly can acknowledge its limitations.
About Sable Mi - VP, Head of Research & Analytics
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Ever heard of “Don’t buy if you can’t track”? This is particularly true for digital advertising. In the U.S., advertisers are expected to spend $129 billion in digital media this year, per eMarketer. While the business objectives could be anything from increasing brand preference to foot traffic or sales, most digital media KPIs tend to […]
It wasn’t too long ago that marketers only associated location data with geo-fencing for retail. The truth is, location intelligence informs brands with deeper insights than just serving an ad to a potential customer nearby.