Search marketers who blame Google’s latest algorithm shift or quality score update for their traffic woes are like brick and mortar store owners blaming the city for their poor customer traffic, says Bryan Eisenberg in today’s SearchDay, “Make ROI Your New Year’s Resolution.” He reminds search marketers of the importance of accountability and relevance, and urges them to take on the responsibility to convert visitors once they get to their Web site.
The Lost Arts of Accountability and Relevance?
More in Analytics
View more3 Must-Know Findings About Cross-Channel Attribution
While there have been technological advancements that enable more sophisticated multi-touch attribution models, many marketers are still challenged by connecting the dots and acting on the insights revealed from their measurement to truly make an impact on decision-making across search, social, and beyond.
4 Reasons Why Attribution Is So Hard
Attribution can be so hard to get "right" because of organizational alignment, tricky metrics, the mobile problem, and the legacy of digital marketing.
How to Properly Analyze Ad Text Performance
When setting up a paid search campaign, proper structure is essential for success. By not looking at the data from a holistic point of view, you may end up in a situation where you are making decisions off of non-statistically significant data.