The world of digital measurement is a difficult one to traverse once you scratch under the surface. Small websites and SMEs can happily install Google Analytics and consider it a source of truth for their online activity. But as businesses grow and their digital needs become more complex, so does the world of analytics and …
Recently I wrote about attribution modelling, and my views on taking a pragmatic approach to measurement rather than searching for a silver bullet solution, and this week measurement has come into the headlines again with the World Federation of Advertisers announcing their attempts to establish an industry wide framework for media measurement, both on and …
If times weren’t hard enough for businesses in the current global climate, this week saw them face a double hit from Google. The company whose ad services many use as a consistent online sales driver, decided it was going to make two separate announcements which would directly impact their ability to do so profitably. Google …
The tech giants of Google, Facebook, and Apple are typically cool in the face of any controversy or criticism. Their scale and popularity mean that even if they dragged in front of the political powers of a nation, they know they don’t have too much to fear apart from a few tough questions. Google’s behaviour …
Is Google getting worried about the situation in Australia? Read More »
It is a question digital and brand marketers have been trying to answer for a long time. What is the value of a display impression? Add to that the questions of does bigger format equal greater impact? Are ‘engagement metrics’ impacting brand recall? Is brand search worth the cost? And you have the attribution conundrum …
