In an October 2020 survey from marketing tech consultancy DemandLab and marketing research firm Ascend2, marketing professionals said data quality was the primary barrier to successful revenue attribution. That’s significant considering that more than 84% of US companies with at least 100 employees will use some form of a digital attribution model this year, according to eMarketer’s report.
Andreas Cohen, founder and chairman of I-COM Global, a forum for digital leaders, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss community building in a post-pandemic world, how attribution is evolving and AI's role in digital marketing.
"Volatility" has been the watchword of the pandemic in regards to programmatic display ad buying. Nicolas Bidon, CEO of Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the programmatic media firm has experienced in recent months, and what's coming as targeting and attribution challenges mount.
Nearly 50% of CMOs say their companies do not have a unified measurement approach across offline and online media, according to a survey from The CMO Club and Catalina Marketing. Catalina shares four ways to use multitouch attribution to uncover actionable insights.
Meanwhile, linear TV ad spending will grow in 2021 and 2022 as part of a post-pandemic rebound, but it will start to trend downward in 2023. Barring a dramatic and unforeseen turnaround, we don’t expect linear TV to return to growth. It is a medium whose peak days are behind it. Targeting and attribution are keys to addressable advertising.