How the Sausage Gets Made: Digital Marketing & Attribution
Sam Blumenthalcompoundingthoughts.substack.com
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How the Sausage Gets Made: Digital Marketing & Attribution
Direct response is where most of the money is in digital advertising, which makes sense—direct response drives real outcomes for brands, and it’s highly measurable. Direct response lends itself naturally to the internet, where attribution is easier than with TV or physical advertising like billboards.
digitalnative.substack.com • CAC: Customer Acquisition Chaos - by Rex Woodbury
There are three reasons why success-based advertising wins the day on the internet: -Customers want it: Advertisers can quickly see if their programs work and easily predict margins using COGS + “bounty fee” model-Solves excess inventory problems: The best way to reduce inventory is through direct-selling, success-based advertising (think 1-800 ads... See more
Macro Ops • The Bill Gurley Chronicles: Part I
“Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment,” Journal
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
Attribution is a major issue for retailers as they moved from siloed organizations to seamless experiences because they often have separate P&L for e-commerce and physical stores, essentially putting the two in competition for the same consumer dollar.