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Media Mix

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  1. 3 Must-Know Findings About Cross-Channel Attribution

    Take a test-and-learn approach and use this opportunity to try new methods and combinations within your media mix. While 68 percent of those surveyed listed mobile search as part of their marketing mix, only 40 percent include it in their attribution.

  2. Cross-Device Measurement: Believe the Hype

    When targeting consumers across devices, it is important to evaluate whether the right mix of channels and devices are being applied to the right marketing goals. When talking with attendees at mobile marketing conferences and events, I’ve...

  3. Optimizing Search and Digital Marketing With Multi-Channel Attribution Modeling [#CZLSF]

    It was not only the macro media mix modeling that would come into play here. Where does the customer journey start and where does it end, and what is the best investment mix to drive maximum revenue? SAP has a mix of content offers that are gated...

  4. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    As we're coming up on the one-year anniversary of Google enhanced campaigns, mobile has continued to cement itself a permanent fixture in the marketing mix, not just across paid search. In the early stages of online advertising, targeting options...

  5. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    But that doesn't mean that they shouldn't be in your media mix. You should review your traffic mix to see where the majority of clicks reside, and then consider an expansion test. The "80/20" rule means that 80 percent of your traffic/sales are...

  6. Content Marketing: The 4 Most Critical Components to Measure & Analyze

    While marketing practices are relatively known and can be summed by the various tactics in the marketing mix, content is the one that requires a little more explanation. It's becoming an important part of any organization's marketing mix and can...

  7. Authority vs. Popularity: Matt Cutts Teases New Google Search Result Shake-Up

    PageRank was simply based on popularity, we would definitely see a different mix of websites with higher PageRank than they currently have. And with a lot of social sharing comes the issue of how to separate knowing what is simply popular, or even...