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5 Questions to Answer Before Switching to Multi-Touch Attribution

Marketing your company or products starts pretty simply. A Facebook test here or there. A couple of AdWords campaigns. Once you achieve a bit of success, however, and realize it’s time to expand the scope of your marketing, things will become complicated very quickly. Suddenly you’re working with multiple platforms and vendors. You need to be producing and refreshing multiple creatives formats frequently. You have reports coming in from … Continue reading 5 Questions to Answer Before Switching to Multi-Touch Attribution

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Why Focusing on CTR Leads to Poor Prospecting Performance

At Rockerbox, we’ve learned that focusing on click-through rates will lead to poor business outcomes in display prospecting campaigns. This is because there is little to no correlation between click-through rates and conversion rates. For context, the above plot was generated from campaign data that we’ve seen across our direct response advertisers with more than 50,000 impressions. The campaigns themselves are generated from the insights provided … Continue reading Why Focusing on CTR Leads to Poor Prospecting Performance

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Post View Paralysis: Two Questions on View-Through Attribution

The great thing about investing in stocks is that it’s very easy to know how well you’re performing: if the value of your investment goes up, you’re doing well; if it goes down, you’re doing poorly. In online marketing, this clarity of outcome doesn’t exist. If you run a $100K advertising campaign and your sales double, can you claim with certainty that your ad campaign … Continue reading Post View Paralysis: Two Questions on View-Through Attribution