CMA is pleased to showcase, in partnership with Visual IQ, best practices for moving towards faster, more effective marketing optimization.
In marketing, speed really matters. A team's ability to access the most up-to-date metrics, change course as necessary, and quickly capitalize on optimization opportunities are all keys to better performance, and better results. But formidable roadblocks, ranging from antiquated attribution methods and data management processes to an inability to update metrics on a daily basis, can get in the way of faster optimization. Find out why in Bring Algorithmic Attribution Up to Speed: Accelerate Your Attribution Insights for More Effective Digital Channel Optimization, the August 2016 commissioned study conducted by Forrester Consulting on behalf of Visual IQ.
The study reveals how successful organizations are able to use algorithmic attribution to keep pace with the speed of marketing. But gaining maximum value from attribution-based insights requires change. To move towards faster, more effective optimization, marketers must:
- Leverage DMPs and programmatic buying platforms to identify target audiences and buy the most effective inventory immediately
- Be able to quickly shift budgets and strategy when market conditions, competitive activities or attribution insights dictate
- Adopt a daily attribution modeling cadence that ensures optimization decisions are based on the most up-to-date performance metrics