18 September 2017

7 ways to use statistical modelling in digital marketing

The usage of statistical modelling has increased dramatically in digital marketing over the last few decades.

17 August 2017

How to develop a digital marketing model for budget allocation

As we explained here, digital analysts are constantly asked to answer the question: Which are the most important marketing channels our company should focus on? Determining the true importance of each...

29 November 2016

Google Adwords: 5 Reasons why you'd be crazy not to use it

by Tom Donohoe

Search marketing is one of the most effective tactics for driving leads and sales. Not sold? According to Google, 80% of smartphone users turn to their phone or tablet at...

13 September 2016

An introductory guide to applying relative importance theories in digital marketing

The Importance of a factor depends on how importance is defined

5 May 2016

Let your attribution model tell a story

In marketing, the key question is how to measure the effectiveness of your campaigns. But how can you get your attribution model to tell a story? By asking this question...

15 April 2016

How do you solve your attribution problem? Part 2

In the previous post, we discussed the common ways marketers attribute success to marketing spend. Mostly, they use some simple methods such as 1) last interaction that gives all the...