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Attribution 101: Full Funnel Media Measurement
The What, Why and How of Online Media Attribution [if you like presentations, view "Attribution 101" on slideshare] Anyone who has ever bought (or sold) display ads is painfully aware of the need for...
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Conversion Paths vs. Full Attribution
Attribution is a hot topic! As marketers are shifting their focus to measurement and optimization, Attribution is rising to the top of the priority list for 2012. However, like many things,...
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Ad:tech NY Attribution Case Study
In November 2012, between a hurricane and a Nor-easter, I presented a case study on Full-Funnel Attribution at the one of the premier industry conferences: Ad:tech NYC. For the presentation I joined by...
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Observations on the Attribution Market
The market for Attribution companies has definitely heated up with high profile acquisitions by Google and AOL. I view these transactions as strong proof points that brands and their agencies are...
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Shedding Light Beneath the Attribution Canopy
Adexchanger recently published a timely article “Breaking through the Attribution Canopy” on the Attribution marketplace (view it on Encore’s facebook page). Overall they did a good job of highlighting...
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The Problem With Attribution
Repost of my Data Driven Thinking byline published by AdExchanger In recent months we’ve heard some noise about the problems with using multi-touch attribution to measure and optimize ad spend (see...
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