Posts about Data & Measurement
An expert Q&A about data privacy
Sometimes (ok, lots of times) us marketers deal with a whole lot of conflicting information and rapid changes. This is absolutely the case when it comes to the potentially cookieless future. We don’t know everything, but we do know these two things to be true:
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Preparing for a cookieless future
TL;DR cookies are pieces of information about a user’s characteristics and behaviors that the user’s web browsers store as code every time they visit a website. Currently, Chrome alone has 63% of browsers globally so when they remove cookies, it’s a BIG deal. Cookies are the foundation of digital marketing targeting, tracking, and impactfulness — due to consumer privacy concerns, Chrome is getting rid of them. Likely by mid-2024 (but TBD, Google keeps pushing it back so keep an eye on the timeline here).
8 minute read
5 ways to measure brand campaigns
TL;DR brand awareness campaigns offer some great long-term benefits over always focusing on bottom of funnel tactics but can often be tough to measure. Here are 5 ways to measure the impact of your next brand campaign:
6 minute read
Beyond attribution: understanding the incremental impact of your marketing
TL;DR The world of marketing measurement is complex and traditional attribution methods often fail to share the whole story. We believe that incrementality is a more reliable determiner of revenue outcomes than many attribution models. Incrementality is all about measuring the real impact of our ads – the stuff that wouldn't have happened without them. We measure incrementality in two ways: experiments and testing media mix modeling To get started, we suggest running small experiments and begin building an understanding of how different media channels contribute to top-line revenue.
8 minute read