It is common to find local business owners who are skeptical of digital advertising’s impact on real world results, largely because digital metrics like clicks and impressions don’t clearly demonstrate that advertising actually drives in-store visits, purchases, and...
As you may recall from a previous post, marketing attribution models are tools for distributing credit for a conversion across the various touchpoints of a customer journey. These models help marketers understand the effectiveness of different campaigns and channels...
As a local business it is often confusing to understand which marketing channels, campaigns, and touchpoints are most effective in driving conversions, sales, and contributing to the growth of your business. How should you allocate your marketing budget to be...
Owned, earned, and paid media refers to three distinct categories of marketing channels that a business can use to promote itself. Owned Media: Here a business creates the content and distributes it on channels it controls. Owned media can include a company’s website,...
