I get asked often whether companies should invest in social media. The perils and pitfalls are many and without a clear strategy and implementation plan the chance of success is negligible. These guiding principles however, can get you on the way.
Read MoreIn this second blog post on Data Privacy Developments in 2018, I talk to Anke Kuik about the company she co-founded, called Faktor. This company is in the process of developing a decentralized identity management platform, that could revolutionize the way data is being used in digital marketing.
Read MoreFirst of a series of two blog posts about Privacy Developments to watch in 2018. In this article we discuss briefly the GDPR and a new browser with privacy at its core.
Read MoreThe most current and useful types of marketing analysis, can be described along the axes of descriptive versus prescriptive and campaign versus person focused. Which one is most relevant for you?
Read MoreMarketing Mix Modeling is a practice that has long been out of reach for the majority of advertisers, because of the cost involved.
Nowadays an increasing number of technical solutions allow more widely distributed Attribution data to be projected into the future. In this blog post, I test how far you can take it by applying Excel add-ons that are available to just about anyone.
Read MoreWhen I started working at Netsociety in 2009, together with my colleagues, I organized an event about Conversion Attribution. Already then, we declared the last click model for dead.
Now, about 8 years later, most companies are just about ready to incorporate attribution models into their daily marketing practice and understand the incremental value of each channel.
Read More